Magnum Ice Cream and Deliveroo have launched ‘Magnum Pleasure Museum’ in the metaverse, at the MET AMS festival in Amsterdam.
Between June 14 and 17, attendees of the festival can wear a VR headset that transports them to the museum in 3D virtual world Decentraland.
The virtual museum includes gallery exhibitions showcasing original artworks from previous Magnum collaborations with illustrators, painters and sculptors, including Brendan Monroe and Thomas Danthony.
Visitors will be able to order one of Magnum’s latest ice creams as they make their way through the virtual museum, which will then be delivered to them at the end of the experience in real life.
“The metaverse is a hugely exciting prospect, not just as an enabler for innovative and ground-breaking creativity, but also in allowing consumers to interact with the brands they love in new ways,” Magnum global brand director Ben Curtis said.
“It is, therefore, only natural that our first step into the metaverse helps showcase Magnum’s rich history of collaborations with exciting artists in our very own virtual museum and, importantly, ends with a Magnum ice cream in real life.”
Unilever head of growth ice cream now Matteo Trichilo added: “The aim of the Virtual Magnum Pleasure Museum has been to test the consumer journey of the future.”
“Thanks to our partners at MET AMS and Deliveroo, we have been able to simulate the ordering process of Magnum ice cream from the metaverse to real life, and look forward to developing this platform in the near future.”