The Magnum Ice Cream Company
The headquarters of The Magnum Ice Cream Company, the newly independent international ice cream brand emerging from Unilever, is located in a characteristic building on Amsterdam’s vibrant Reguliersdwarsstraat. For this market leader, EGM interior designed a sustainable workspace that makes the ‘Serious Playfulness’ identity — both playful and professional — tangible.
New name, new energy
Becoming an independent company meant more than just a new logo. The Magnum Ice Cream Company (TMICC) faced the challenge of building its own identity — including a workplace to match. Together with TMICC, CBRE and Sunhouse Creative, EGM interiors created a flexible design that evolves with the brand’s growth and ambition. The result: a colourful, inviting and brand-driven environment within the existing office premises — formerly occupied by Booking.com — now transformed to express the company’s identity. It’s a place where working at a serious company genuinely feels fun.
Branding
In close collaboration with TMICC, the new brand identity took shape: a strong foundation with room for playfulness. The global appeal of the flagship brand Magnum and the character of sub-brands like Cornetto, Carte d’Or and Hertog were carefully
reflected throughout the design. TMICC provides a confident backbone, while the richness of flavours delivers the playful element — expressed through a vibrant palette. These lively colours are woven into the interior with care, referencing the irresistible experience of enjoying an ice cream: fresh, inviting and thoughtfully crafted.
Branding also appears in the recognisable and playful design language. The smooth curves of an ice cream stick inspired the slatted screens between spaces. Ceiling fixtures follow a swirl pattern, echoed again in the graphic prints on glass walls. These details elevate the craftsmanship and give the interior a unique and memorable identity. In every corner, the space reflects the values of TMICC’s many brands.
Inherited assets
Reuse elements
New company brand
Concept
Core ingredients
Concept
Salvaged assets
Repurpose elements
Introduced elements
Experience
Innovation
Starting point: 3 sources of input
Flexibility
Global identity
Programme for each level
Serious Playfulness
Core ingredients
Collaboration
Innovation
Experience
Programme for each level
Collaboration
Sustainability Wellbeing
Local flavour
O ce environment
Experience centre
Welcoming arrival
Inspiring workspace
The new headquarters encourages interaction and collaboration — essential in a culturally diverse and international team like TMICC’s. The design pays close attention to the needs and preferences of its people. They are welcomed into a vibrant and inspiring environment with hybrid workstations, focus areas, meeting rooms, breakout spaces and informal zones. It fosters a healthy and productive workplace where people feel comfortable and can thrive. It’s a place where people truly enjoy coming to work.
Experience Centre as central hub
IThe Experience Centre plays a central role in the new headquarters. It’s an inspiring setting where ideas are born, new flavours tested, and memorable experiences shared. The power of the brand is palpable here. The centre features a Creative Kitchen, Tasting Labs and interactive demonstration areas. Visitors — including retailers and concession partners — are introduced to new ice cream variations, attend
workshops and experience live demonstrations. There are also dedicated areas for testing real-life retail setups. This makes the Experience Centre the ultimate showcase for the brand.
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EGM dId a phEnoMEnal job In TranslaTInG ThE nEw IdEnTIT y InTo a playful and CrEaTIvE dEsIGn. vEry proud of ThE dElIvEry of ThIs offICE wIThIn a ChallEnGInG TIMElInE, ToGEThEr wITh all ThE parTnErs!
Global Fleet and Travel Lead The Magnum Ice Cream Company
Jordy Knippenborg,
Circular
Sustainability
New and Existing elements combined
Refurbished collaborative tribune stair
Meeting rooms using existing infrastructure
Repurposed tables
Repurposed space dividers
Flexible ergonomic furniture
Espresso bar & food counter retained with new finishings
New lighting feature added to enhance existing element
Sustainability is not an add-on, but fully integrated into the design. The 10 R’s of circularity served as a practical guideline throughout the process. Principles such as Rethink, Reduce, Reuse, Repair, Refurbish and Remanufacture are evident in many design decisions.
Existing fixed furnishings left behind on site — such as pantries and the service counter — were retained and refreshed with new finishes. Cabinets from Unilever’s previous location were restored and reused. Chairs were reupholstered, and a portion of
Disassemblable ceiling element
Existing kitchen retained and refurbished where neccessary
Re-covered seating bench and added planting
Reused loose furniture
Existing meeting room refurbished
Existing tribune and seating retained and restored
Movable reception desk
Adaptable Audio-Visual experience element
Introduced Relocated
the lighting was carefully repaired and relocated. Each reused element contributes to an interior that reduces environmental impact.
Begane grond
1. Receptie
2. Digitale belevingswand
3. Café / Restaurant uitgifte
4. Zitgedeelte
5.
Flexible and healthy working
The interior is fully demountable and therefore easy to reconfigure. Spaces can be adapted to changing needs, company growth or new ways of working. This flexibility makes the office both practical and futureproof. At the same time, it supports a healthy lifestyle through thoughtful design — with inviting social areas, a variety of work settings, quiet zones and spaces to relax, including a sunny rooftop terrace that adds vitality to the working day.
The result proves that ‘Serious Playfulness’ is more than a motto — it’s present in every part of the interior. The new headquarters brings together inspiration, joy, flexibility and wellbeing to create a workplace that actively supports the brand’s success.
Facts and numbers
Client
Unilever
Interior architect
EGM architecten, Dordrecht
Consultant corporate identity / branding
Sunhouse Creative, Bath (UK)
Consultant hospitality & catering
Vijverborg, Breda
Interior contractor
Verwol projectafbouw, Opmeer
Size 5.060m² gfa
Design period 2024-2025
Year of completion 2025
Photography Daria Scagliola + Stijn Brakkee
EGM architects Wilgenbos 20 3311 JX Dordrecht +31 78 6330 660 The Netherlands info@egm.nl www.egm.nl