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Renovation office The Magnum Ice Cream Company
Renovation office The Magnum Ice Cream Company
Amsterdam, Netherlands
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Other Projects by EGM architects
Renovation office The Magnum Ice Cream Company
Amsterdam, Netherlands
The headquarters of The Magnum Ice Cream Company, the new international ice cream brand spun off from Unilever, is located in a distinctive building on the lively Reguliersdwarsstraat in Amsterdam. For this market leader, EGM Interior Design created a sustainable office environment that brings the identity of Serious Playfulness (both professional and playful) to life in a tangible way.
New name, new energy
Becoming an independent company involves more than just a new logo. The Magnum Ice Cream Company (TMICC) faced the challenge of developing its own identity, including a fitting work environment. Together with TMICC, CBRE and Sunhouse Creative, EGM Interior Design developed a flexible concept that grows with the ambitions of the brand. In the existing office building on Reguliersdwarsstraat, previously occupied by Booking.com, a colorful, inviting, and brand-driven workplace has emerged. It is an inspiring setting where working at a serious company is genuinely enjoyable.
Branding
The new brand identity was developed in close collaboration with TMICC: a strong foundation that leaves room for playfulness. The global image of the flagship Magnum brand, as well as characterful sub-brands like Cornetto, Carte d’Or, and Hertog in the Netherlands, played a key role. TMICC provides the solid backbone, while the rich variety of ice cream flavors introduces a playful theme, translated into a vibrant color palette. These lively colors are carefully integrated throughout the interior, echoing the irresistible experience of enjoying an ice cream — fresh, inviting, and well-considered.
The branding is further enhanced by a playful and recognizable visual language. For example, slats used in partition walls are shaped like iconic ice cream sticks, ceiling fixtures follow a swirl pattern, and swirling graphic prints are incorporated into glass walls. These details underscore the craftsmanship and give the interior a unique, instantly recognizable look. Throughout, the design reflects the values of TMICC’s diverse brand portfolio.
An inspiring work environment
The new headquarters fosters interaction and collaboration, which is essential for TMICC’s culturally diverse and international team. Great attention was paid to the needs and preferences of the employees. The result is a dynamic, inspiring interior with hybrid workspaces, focus zones, conference rooms, breakout spaces, and informal meeting areas. It supports a healthy, productive work environment where everyone feels at ease and can perform at their best. People genuinely enjoy coming to the office.
Experience Centre as a central hub
A key feature of the new headquarters is the Experience Centre, a space where ideas are born, new flavors are tested, and experiences are shared. Here, the power of the brand is felt most strongly. The centre includes a Creative Kitchen, Tasting Labs, and interactive demonstration areas. Visitors (such as retailers and concessionaires) can explore new ice cream variants, attend workshops, and experience live demos. Dedicated spaces also allow for the testing of real-life retail displays. The Experience Centre is the ultimate calling card of the ice cream maker.
Circular by design
Sustainability is not an add-on but a fundamental part of the design. The 10 R’s of circularity served as a practical guide throughout the process. Principles such as Rethink, Reduce, Reuse, Repair, Refurbish, and Remanufacture are visible in many design choices. Fixed furniture left behind by the previous tenant, such as pantries and the service counter, was retained and updated with new finishes. Cabinets from the former Unilever location were given a second life after being refurbished. Chairs were reused and reupholstered, and a portion of the lighting was restored and relocated. Each reused element contributes to an interior that places less burden on the environment.
Flexible and healthy working
The interior of the new headquarters is fully demountable and easily reconfigurable. Spaces can be adapted to meet changing needs, team growth, or new forms of collaboration. This flexibility makes the office both practical and future-proof. At the same time, the design encourages a healthy lifestyle, with inviting meeting areas, a wide range of furniture to support different working styles, quiet and concentration zones, and relaxation areas such as a sunny rooftop terrace - all supporting a vital workday.
The result demonstrates that Serious Playfulness is more than just a motto. It is felt in every part of the office, where inspiration, enjoyment, flexibility, and well-being come together in a work environment that actively contributes to the success of the ice cream brand.
New name, new energy
Becoming an independent company involves more than just a new logo. The Magnum Ice Cream Company (TMICC) faced the challenge of developing its own identity, including a fitting work environment. Together with TMICC, CBRE and Sunhouse Creative, EGM Interior Design developed a flexible concept that grows with the ambitions of the brand. In the existing office building on Reguliersdwarsstraat, previously occupied by Booking.com, a colorful, inviting, and brand-driven workplace has emerged. It is an inspiring setting where working at a serious company is genuinely enjoyable.
Branding
The new brand identity was developed in close collaboration with TMICC: a strong foundation that leaves room for playfulness. The global image of the flagship Magnum brand, as well as characterful sub-brands like Cornetto, Carte d’Or, and Hertog in the Netherlands, played a key role. TMICC provides the solid backbone, while the rich variety of ice cream flavors introduces a playful theme, translated into a vibrant color palette. These lively colors are carefully integrated throughout the interior, echoing the irresistible experience of enjoying an ice cream — fresh, inviting, and well-considered.
The branding is further enhanced by a playful and recognizable visual language. For example, slats used in partition walls are shaped like iconic ice cream sticks, ceiling fixtures follow a swirl pattern, and swirling graphic prints are incorporated into glass walls. These details underscore the craftsmanship and give the interior a unique, instantly recognizable look. Throughout, the design reflects the values of TMICC’s diverse brand portfolio.
An inspiring work environment
The new headquarters fosters interaction and collaboration, which is essential for TMICC’s culturally diverse and international team. Great attention was paid to the needs and preferences of the employees. The result is a dynamic, inspiring interior with hybrid workspaces, focus zones, conference rooms, breakout spaces, and informal meeting areas. It supports a healthy, productive work environment where everyone feels at ease and can perform at their best. People genuinely enjoy coming to the office.
Experience Centre as a central hub
A key feature of the new headquarters is the Experience Centre, a space where ideas are born, new flavors are tested, and experiences are shared. Here, the power of the brand is felt most strongly. The centre includes a Creative Kitchen, Tasting Labs, and interactive demonstration areas. Visitors (such as retailers and concessionaires) can explore new ice cream variants, attend workshops, and experience live demos. Dedicated spaces also allow for the testing of real-life retail displays. The Experience Centre is the ultimate calling card of the ice cream maker.
Circular by design
Sustainability is not an add-on but a fundamental part of the design. The 10 R’s of circularity served as a practical guide throughout the process. Principles such as Rethink, Reduce, Reuse, Repair, Refurbish, and Remanufacture are visible in many design choices. Fixed furniture left behind by the previous tenant, such as pantries and the service counter, was retained and updated with new finishes. Cabinets from the former Unilever location were given a second life after being refurbished. Chairs were reused and reupholstered, and a portion of the lighting was restored and relocated. Each reused element contributes to an interior that places less burden on the environment.
Flexible and healthy working
The interior of the new headquarters is fully demountable and easily reconfigurable. Spaces can be adapted to meet changing needs, team growth, or new forms of collaboration. This flexibility makes the office both practical and future-proof. At the same time, the design encourages a healthy lifestyle, with inviting meeting areas, a wide range of furniture to support different working styles, quiet and concentration zones, and relaxation areas such as a sunny rooftop terrace - all supporting a vital workday.
The result demonstrates that Serious Playfulness is more than just a motto. It is felt in every part of the office, where inspiration, enjoyment, flexibility, and well-being come together in a work environment that actively contributes to the success of the ice cream brand.
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