Playful Seriousness at Work: The Magnum Ice Cream Company Headquarters

The headquarters of The Magnum Ice Cream Company (TMICC) — the new standalone brand emerging from Unilever — is located in a characteristic building on Amsterdam’s Reguliersdwarsstraat. EGM interiors translated TMICC’s identity into a sustainable and future-oriented workspace that expresses ‘Playful Seriousness’ — blending fun and professionalism.

Innovation in flexibility
Becoming an independent company meant shaping a distinct culture and workplace. In collaboration with TMICC, CBRE and Sunhouse Creative, EGM developed an innovative and flexible interior concept that evolves with the brand. A former Booking.com office was reimagined as a colourful and inviting environment, balancing professional standards with a sense of joy.

Branding through design
TMICC’s core brand values are seamlessly integrated into the spatial experience. A confident foundation is paired with playful detail, reflecting Magnum’s strength and the variety of sub-brands like Cornetto and Carte d’Or. Curved shapes reference ice cream sticks, swirl patterns appear in ceiling fixtures and graphic glass prints — expressing creativity through materiality and form.

Human-centred functionality
The office is designed to foster collaboration, wellbeing and inclusion for TMICC’s international team. Hybrid workstations, focus areas, breakout zones and informal spaces respond to diverse work styles. Every area is thoughtfully configured to encourage spontaneous interaction while supporting concentration and comfort.

The Experience Centre: immersive innovation
This space is the brand’s interactive heart. With tasting labs, a creative kitchen and demonstration areas, it’s where product innovation and storytelling meet. Retail mock-ups and live experiences connect visitors — from clients to partners — with the essence of the brand.

Eco-social impact in action
Sustainability was deeply embedded through circular strategies. Guided by the 10 R’s of circularity, the team reused and refurbished existing elements: cabinetry, lighting, furniture and pantries. These decisions reduce the environmental footprint and express a conscious, eco-social commitment in both design and execution.

Healthy, adaptive space
The demountable interior allows for easy reconfiguration and future change. Social zones, quiet areas and a rooftop terrace promote healthy, dynamic working. Here, ‘Playful Seriousness’ becomes a lived experience — vibrant, responsible and ready for what comes next.