SCG America has partnered with Angry Birds’ creator Rovio Entertainment to launch one of the world’s most popular game franchises into an engaging and interactive retail café.
In a deal facilitated by Angry Birds’ global licensing agency IMG, iSwii by Angry Birds will be the world’s first Angry Birds retail café and is set to open July 8 in Flushing’s latest family-friendly destination spot, Tangram.
Tangram is a 1.2 million-square-foot mixed-use new development in Queens. The new interactive café and retail destination combines in-person and on-screen thrills, making for a unique adventure.
Designed for individuals and families alike, the 3,300-square-foot iSwii by Angry Birds is adorned with modern décor and features a collection of Instagrammable NYC-themed statue installations outside the entrance, an eye-catching bright mural ceiling with Angry Birds graphics, a vibrant terrazzo counter and flooring resembling dessert sprinkles.
Additional unique Angry Birds-themed elements include nest-like wicker and hanging chairs, bird paradise graphic wall coverings, and tropical plants on the shelving units where hatchlings, the baby birds wander around.
Other fun interactive features include a glass-partitioned exhibition display with chef’s custom-decorated yummy seasonal holiday cakes and pastries, all of which collectively creates the most fun retail and café experience anyone can imagine.
Interior Designs were by Tina Wu, Head of Interior Design, SCG America.
iSwii by Angry Birds experience is also available for private parties & events in private “nests” – rooms that will offer Angry Birds VR games & treats, including customizable Angry Birds-themed gift bags for party-goers.
“Launching iSwii by Angry Birds is a perfect way to bring locals and Angry Birds fans back to fun in-person experiences,” said Executive Director of Asset Management of SCG America, Robert Leck. “This unique concept will feature endless culinary treats, bright visuals, newest Angry Birds Games and interactive technology, and the coolest-ever themed shopping experience.
“Angry Birds as a global brand was a perfect fit for this location with its appeal to a wide age range, gender-neutral audience and touch points in all entertainment forms. The fans will now be able to enjoy and engage with the brand in a completely new way, the location truly is an exciting first for New York and North America.”
Katri Chacona, Director, Brand Licensing at Rovio added: “We are always delighted to find forums for Angry Birds fans to interact with the brand in new and fun ways. This unique establishment goes beyond the screen, offering an immersive experience where fans and customers can delight in tantalizing foods and drinks as well as engage in gaming and capture extraordinary moments in our exclusive photo opportunities. The United States is a key market for the Angry Birds brand and we’re excited to open this venue in one of the greatest cities of the world, New York.”
Over five billion downloads, 25+ million social media followers, and 96% brand awareness make Angry Birds a timeless favorite for fans.
Launched in 2009 as a popular mobile game, the brand has since evolved into a globally recognized media franchise, spanning various entertainment and consumer products, two feature films, a long-form Netflix series and location-based entertainment. In the USA, the Angry birds can also be experienced in interactive experiences through partners such as Topgolf and Immersive Gamebox.
