Sticking with the luxury and exclusivity theme, Mo Ka developed a Magnum Temptation Fruit pop-up store to be built inside 10 Kinepolis movie theatres. The shopping atmosphere was inspired by the ‘rooftop party in the city that never sleeps’. In between the 21st of April and the 5th of June, two exclusive pop-up stores were in rotation, never staying longer than 4 days in one theatre. Once inside, pop-up shoppers were able to buy the Magnum Temptation Fruit product and participate in a contest to win a city trip to New York for 2 by playing the Magnum Temptation Fruit game on luxuriously sized touch screens. The 14 high score players who just missed out on the grand prize, received other exclusive prizes (ASH bags, Valentina glasses, Calvin Klein watches…) which were displayed in the fridges of the pop-up store.