PROJECT INFO
Client Unilever
Designer EGM Interiors
Completion date March 2025
Size 5,060m2
The contemporary headquarters of The Magnum Ice Cream Company (TMICC), the newly independent international ice cream brand formerly owned by Unilever, has been designed by EGM.
The transition from Unilever demanded more than just a rebrand. TMICC needed a distinct identity and a workplace that reflects the ambitions of the brand. In collaboration with TMICC, CBRE – a US commercial real estate services and investment firm – and brand design agency Sunhouse Creative, EGM developed a flexible, colourful and brand-driven interior within an existing office building on Reguliersdwarsstraat in Amsterdam, which was formerly occupied by online travel agency Booking.com. The result is a space that combines professional functionality with an engaging atmosphere, and where the brand identity ‘Playful Seriousness’ – both playful and professional – is present.
That brand identity has been translated into soft forms and a colour palette inspired by the company’s diverse ice cream brands, including Magnum, Cornetto and Carte d’Or that appear subtly throughout the space, while playful design details are also incorporated – from louvres shaped like ice cream sticks to ceiling lights mimicking swirl patterns.
The workplace is tailored to an international and culturally diverse team, and with hybrid workstations, quiet zones, breakout rooms and informal meeting spaces, the interior supports a wide range of working styles and user needs. The layout fosters collaboration, creativity and well-being.
A standout feature of the headquarters is the new Experience Centre – a meeting place featuring a Creative Kitchen, Tasting Labs and demonstration spaces. Here, new flavours are tested, workshops are held and real-life retail settings are explored. The centre serves as a brand showcase for clients, partners and employees.
Sustainability is not an add-on but a core part of the design. EGM applied the ten R’s of circularity, which include such strategies as reuse, repair and refurbish. Existing pantries, counters, cabinets and chairs were reused or upgraded, while lighting was relocated. The interior is fully demountable, allowing for future adjustments to be made with minimal material impact.
Alongside circularity, health and well-being were key considerations in the design. Flexible zones, ergonomic workstations, ample daylight and even a sun-soaked rooftop terrace contribute to a healthy workplace.
As EGM states: ‘“Playful Seriousness” is not just a slogan here — it is a design ethos, felt in every detail.’
