The challenge
You go to a concert to see the artists on stage, but the wait is long and there is room for something else. LEGO and Magic: The Gathering wanted to meet the festival crowd right there, in the hospitality area of I-Days Milano. It needed an experience that could engage people who came for the music, without distracting them or asking them to change their plans.
The idea
We turned the hospitality space into a place for play, discovery and connection with two iconic brands. The audience and fans were no longer just spectators: the evening by the stage became a chance to play, meet and discover something new.
The result
We came up with the concept, managed the sponsorships and produced the entire activation. LEGO and Magic: The Gathering found in the festival’s hospitality area a space to meet their audience in a different way.
