The 75th anniversary of an iconic product line has a clear strategic ambition: the activation has to do justice to the occasion — a standard pop-up box in front of the entrance would contradict the brand heritage. As a premium shopping destination, the Mall of Berlin also calls for an architectural activation set-up that is not perceived as a foreign body in the highly curated mall environment.

The central requirement was multi-modality: several activation elements — a photo experience, a prize draw, praline personalisation, packaging individualisation — were to be bundled in a coherent Cube set-up, without the individual components feeling arbitrarily placed side by side. Every activation layer had to contribute to the anniversary narrative.

The technology requirement for the photo component was demanding: static single photos were too understated for the anniversary mood — what was needed was a moving-image activation that stages visitors in the Cube set-up and creates shareable content for social media. The 360-degree booth was the right answer to that requirement.

Lead time six weeks: three weeks for software configuration (UI in the LINDOR anniversary design, 360-degree recording programming, branding of the video overlays), two weeks for the architectural integration of the booth into the LINDOR Cube (dimensional coordination with the Cube builder, lighting in the Cube interior), one week for compliance review and final end-to-end tests.

Delivery and set-up in the Mall of Berlin by UpReach technicians. Calibration of the 360-degree recording to the light conditions in the Cube interior, coordination with Lindt's promoter team on the visitor choreography.

During the activation run, the cloud CMS delivered the Lindt marketing team real-time transparency on session progress, download rate and social-sharing behaviour. No manual intervention was required — the set-up ran in self-service mode with promoter support for visitor onboarding.