Rovio Entertainment Corporation, a Finnish mobile-first gaming company and creator of the Angry Birds brand, has announced details of its inaugural Angry Birds café in collaboration with SCG America.
The unique retail café, known as iSwii by Angry Birds, offers an entertaining and interactive experience for fans of the gaming franchise. Visitors can enjoy pastries, cakes, and treats as well as bubble teas and coffees. The café will also offer gaming, a shop area, and photo opportunities.
Tangram, New York City
This first Angry Birds café will be located in Tangram, a new mixed-use development in Flushing, New York City, following a deal negotiated by global licensing agency IMG. Tangram is a 1.2 million square foot family-friendly destination, and opens on 8 July.
iSwii by Angry Birds spans 3,300 square feet with decor by Tina Wu, SCG America’s head of interior design. There is a wide range of design features which will appeal to both families and individuals.
The entrance features a series of New York City-themed statues, providing an ideal background for social media content. The contemporary interior has a colourful ceiling with themed Angry Birds graphics, a terrazzo counter and a floor covering designed to look like dessert sprinkles.
Angry Birds-themed details include nest-like wicker and hanging chairs, bird of paradise graphic wall coverings, and shelves decorated with tropical plants and roaming baby birds. A glazed partition showcases an exhibition of chef’s seasonal cakes and pastries.
Parties and events
The venue provides “nest” rooms for private hire, which are ideal for parties and events. The nests include Angry Bird treats and VR games, as well as themed gift bags for guests.
Robert Leck, executive director of asset management of SCG America, says: “Launching iSwii by Angry Birds is a perfect way to bring locals and Angry Birds fans back to fun in-person experiences.
“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 of brand licensing at Rovio, adds: “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.”
Angry Birds is a fan favourite with over five billion downloads, 25+ million social media followers, and 96% brand awareness. Launched in 2009 as a popular mobile game, the brand has now grown into a worldwide recognized media franchise.
It encompasses a wide range of entertainment and consumer products, with two feature films, a long-form Netflix series, and location-based entertainment. Interactive Angry Birds experiences are also available to play in the US through partners such as Topgolf and Immersive Gamebox.
Rovio Entertainment Corporation recently joined forces with Attraktion! to bring the Angry Birds franchise to the multiplayer platform Playneo with a licencing arrangement facilitated by IMG.
