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 ‘Playful Seriousness’ 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.

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 

The 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.

Circular 

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 the lighting was carefully repaired and relocated. Each reused element contributes to an interior that reduces environmental impact.

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 future-proof. 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 ‘Playful Seriousness’ 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.

Team

EGM architects / EGM interiors: Daniël van den Berg, Vincent Ketting, Jan Paul de Ridder, Avelien Thoben, Ádám Petróczki, Georgia Ryan, Jordy van Driel, Michal Siupik, Mieke Salden, Nelleke Minten

Partners: The Magnum Ice Cream Company, CBRE, Sunhouse Creative, Verwol, Vijverborgh

^{Photography: Daria Scagliola + Stijn Brakkee}