CLIENT: MATTEL EUROPE
AGENCY: LOLA MULLENLOWE MADRID
ROLE: CREATIVE, ART DIRECTION, DESIGN DIRECTION
Scrabble - 70 Years Exhibition
Scrabble, one of the world’s most iconic board games, turned 70 years old. After redesigning the brand we created a real immersive experience, where people could actually “enter” giant tiles in crosswords and from the inside, see and interact with the evolution of language - through the evolution of the game itself. A new logo, a new color pallet, posters, social content, signage, benches, tables, square balloons, walls, a website and three huge events. All of this, based on their most iconic element: the tile.
People could actually enter them and experience the brand as they never did before. They were able to see a selection of old Scrabble editions, walls showing the most famous words of the last decades, they were exposed to the most curious facts about the game, vote for a new word to be included into the Oxford Dictionary or even see the future of the brand - through a special edition, made of metal, magnetics and real meteorite dust – a board designed to be played in the space.