"There is fake and there is real. This feels real. A boring meeting point was turned into a real club experience with a masterful, almost magical, unexpected illusion. An entry that really stood out, with a great combination of craftsmanship and quality . Congratulations!"
The jury's motivation when IDEI and #unexpectedbox won Craftmanship of the year at Gyllene Hjulet Awards, 2016.
On a gray November morning in 2015 travellers were greeted at the Central Station by a large solitary box, completely covered in mirrors. During the day, a hundred visitors were treated to an unforgetable experience.
On behalf of Patriksson Communication IDEI produced an installation that attracted attention in both traditional and social media, in order to raise awareness of the upcoming launch of Mall of Scandinavia.
The campaign was a success and crowds massive when the MoS opened. "Unexpected Box" was seen by over 400k people online and was an important part of the hype.