Love Magenta is 'Winner' in the category Innovative Architecture

Iconic Awards 2019

For us, lasting brand experience is a result of holistic interplay between space, technology and communication. We therefore feel honoured to receive the Iconic Award 2019 in the category Innovative Architecture for our Love Magenta pop-up shop.
With the Love Magenta pop-up we transposed the DNA of the digital lifestyle brand into the physical world, creating Deutsche Telekom’s first brick-and-mortar fashion store. The concept combines the flexibility of the web shop with the sustainability of real-life shopping experiences. Inspired by the symbol of online shopping per se, the store resembles an opened package. And with the versatility of a package, the Love Magenta pop-up shop can be visualized virtually, in advance, at any location, thanks to our specially designed augmented-reality-app.

Awarded by the German Design Council, the Iconic Awards for Innovative Architecture honour holistic projects, distinguished by interdisciplinary interplay and sustainable brand communication.