Scrabble, one of the world’s most iconic board games, turned 70 years old. The brief was to celebrate it by redesigning the brand ID and by creating special events across its most important markets in Europe: London, Paris and Berlin.

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 web 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.

People were also able to watch live, the World Scrabble Championship final.

In the end, a 45m2 installation was ready to be visited by thousands of people.

In just 3 days, more than 10.000 people visited our pop-up store. The activation got more than 43 million impressions and more than €2 million in earned media. It also captured the attention of the press like Time Out, Evening Standard, LE FIGARO, Msn, The Guardian, WAZ, The Stylist, ELLE, among others.