An initiative on behalf of digital education for all – Magenta Moon Campus. With the Magenta Moon Campus, Deutsche Telekom assumes social responsibility by identifying a way to carry on under the “new normal” – in spite of the coronavirus. The Magenta Moon Campus is an interactive playground, digital classroom, digital workshop and a hybrid discussion platform, all rolled into one – and offers a playful way to acquire digital media literacy during the pandemic. The Campus erases the boundaries between the digital and the physical while at the same time creating shared, sensitive moments in times of lockdown and social isolation. In a location deliberately chosen to revitalize the city center, and with casual architecture and an atmosphere to match, it invites us to look ahead – with courage and curiosity. Rediscovering the digital: on-site and online The Magenta Moon Campus offers a fascinatingly diverse educational program, free of charge, that benefits all generations – with a focus on the key topics of sustainability, media literacy and digitalization. The program comprises 154 workshops and 45 online workshops, top-flight lectures, live podcasts, webinars and performances, along with a digital office hour for the so-called “Silver Society.” It is designed to impart practical knowledge and to introduce program participants to the digital tools of our time – whether on-site in Berlin or online. School pupils and senior citizens alike can select workshops on coding and the fundamentals of AI, as well as courses on cyber bullying, privacy protection and digital detox, among other things. They can also playfully learn how to distinguish fake news from real facts. Multisensory and immersive: The Magenta Moon Garden The architectural and artistic centerpiece of the Campus is the approx. 170 m2 (1830 ft2) Magenta Moon Garden. A place to reflect, recharge and revitalize the senses. A genuine, planted, walk-through media installation that immerses visitors in the utopian worlds of Sunrise Garden, Moon Garden and Magenta Moon. Visitors of the Magenta Moon Garden will experience a space completely filled with 360-degree projections featuring poetic video content that directly responds to their gestures and movements with the aid of laser scanners. This makes people a living component of the large-format projection surface that surrounds them. They can make gardens blossom – and smell, taste and pick real plants at the same time. The garden as a space that appeals to all of the senses. For school classes and anyone who likes to play, every half hour the media installation turns into a large-scale, interactive playground around the topics of digital maturity, media literacy, sustainability and digitalization. But visitors can also use the Magenta Moon Garden as an oasis of quiet where they can take part in concerts, yoga and meditation. Guaranteeing safety: A brand experience in the coronavirus age Magenta Moon is a “phygital” experience: This is where the boundaries between the digital and physical worlds have begun to dissolve. A sophisticated no-touch concept and cleverly choreographed user prompts ensure that visitors will always intuitively keep the right distance. The Magenta Moon Campus demonstrates how immersive brand experiences can be made safe in the midst of the coronavirus pandemic. Thinking the whole thing through: An initiative for digital optimism The Magenta Moon Campus opened in Berlin in late October 2020 – and remained open for 2 weeks. It recorded more than 20 million media contacts (including 1.3 million influencer impressions, reports in national and international media, from Bunte magazine to the Tagesspiegel newspaper, from Spain to China). It also helped revitalize Berlin’s city center in the wake of the coronavirus lockdown. In times of progressive attrition due to the coronavirus, this is how Telekom is becoming a pioneer for digital optimism.