NRC has starred together with Unilever Brand Development Centre in the development and realization of the first Magnum® Pleasure Store in Italy in Piazza San Fedele 1 in Milan, which opened its doors on April 18th 2013.

An exclusive space in the pulsating heart of the city, a place where to indulge in moments of pleasure and unexpected experiences. A one-of-a-kind setting with unique design pieces of furniture that reflect the philosophy and the world of Magnum® ice cream, for an unforgettable experience of pleasure. As a Fifth century Wunderkammer in which the kings used to collect the objects found during their travels around the world, so inside the Magnum Pleasure Store we can find Italian design furniture such as the world-famous Gufram “Bocca” (mouth) sofa to retrieve the 5 kisses experience, the new limited edition Magnum® ice creams.

The absolute innovation lies in the possibility to create your personal Magnum® customizing and interpreting it according to your own tastes and expectations. The Magnum® Pleasure Makers will help customers to dress up your Magnum® choosing from 21 different decorations, from the most traditional to the most innovative, passing through the Italian excellence of DOCs and PGIs. This is there melted Belgian chocolate is enriched with hazelnuts, pistachios, meringues, rose petals, red peppers, giving life to new creations to capture and share with friends on social networks or to be tweeted directly from the store.

For the opening of this temporary store, NRC has supported Unilever at all stages of the project: from the search for the ideal location to the planning and realization of the concept, from the business plan to the operational management of the Magnum Pleasure Store, from researching suppliers to the choice of the mix of product range, from the recruitment of the Pleasure Makers to merchandising, from in-store & outdoor communication up to the creation of exclusive recipes in collaboration with Ernst Knam & Rita Cocktails.

A “all in one ” project who will see – at least until September 2013 – NRC and Unilever constantly engaged in monitoring the results of customer satisfaction and ROI.

A possible way out of the fixity of the retail world lies in the opening of directly-operated brand stores. Unilever chose NRC, and you?