Nintendo surprise activation in downtown New York

MARCH, 2020


- Rapid deployment/tear down
- Live contest on NBC Today, large TV audience
- High impact branded structure
- At Rockefeller Center in downtown New York

Custom-made, rapid deployed unit

Loki Box Design was commissioned to create a custom design for a large-scale brand activation for Nintendo that would happen at New York’s Rockefeller Center in the heart of downtown right beside Nintendo’s flagship New York store.

The Nintendo stunt, which revolved around the idea of finding Super Mario’s biggest Superfan, had to happen on a strict time schedule that perfectly synchronized with NBC Today, the network morning show, directly beside the show’s studio and offices. Loki had just 8 hours to set up the structure overnight and take it down in just 3 hours following the broadcast of the show.

The game to see which of 5 finalists would be named the Super Mario Superfan was played directly in front of the impressive Loki structure, an original concept finished in glossy video-game yellow that was designed specifically to be the backdrop for the game. The ultimate Superfan won a trip to Super Nintendo World at Universal Studio in Japan before the new theme park’s official opening. The NBC Today segment reached a large television audience in the US market, an important part of the international theme park launch.

Loki is thrilled that Nintendo placed its confidence in our expertise in mobile architecture, deployment and logistics for such an important activation.