Bringing the sweet life to Times Square with iCandy NYC
In the heart of New York City, iCandy NYC launched a premier, multi-floor experiential attraction – a “Candy-Coated Adventure” transforming iconic NYC landmarks into vibrant candy playgrounds.
Designed as a stress-free haven for parents and an interactive wonderland for children, the experience required a monumental visual anchor.
Working in close collaboration with industry leaders Tandem Set and Scenery, our team designed, manufactured, and delivered three branded giant cups.
These larger-than-life installations served as crucial marketing landmarks, driving unprecedented foot traffic and generating massive social media engagement in the world’s most competitive advertising landscape: Times Square!
The challenge was to stand out inside the Times Square experience, and with its renowned reputation for its visual noise and high-energy advertising, our cups were a contribution to that factor!
For a new interactive experience like iCandy NYC, capturing the attention of customers required something physically impressive, instantly recognisable, and highly shareable.
The brief called for three giant, branded cups that would seamlessly integrate into the attraction’s core concept: a three-floor scavenger hunt where every child receives a signature candy container/treasure map to fill along the trail.
The final products needed to look flawless, withstand heavy public interaction, and be delivered on an incredibly tight timeline and budget.
The cups were used as a set dressing element on the neighbourhood floor, and used to pay homage to the iconic New York Greek Coffee cup, commonly featured in movies and TV series. The design was adapted so that iCandy had it’s own version for their experience. The set is filled with oversized New York Props which all had Candy containers, allowing people to help themselves to the sweets and fill up their buckets while taking pictures at these oversized photo Ops. The cup was further adapted at Tandem’s workshop so that a candy container sat inside the lid.
Recognising the high stakes of a Times Square deployment, we approached the project with a focus on collaborative precision, taking the brief from initial concept to physical reality through five distinct phases:
- Design & Engineering: Working from Tandem Set and Scenery’s creative vision, we engineered three massive, structurally sound giant cups. The dimensions were meticulously calculated to ensure maximum visual impact while maintaining structural integrity for a high-traffic environment.
- Material Development: We utilised premium-grade, durable materials capable of maintaining a pristine, vibrant look under intense event lighting and public interaction.
- High-fidelity Printing: The cups featured bold, razor-sharp custom branding that perfectly matched iCandy NYC’s playful aesthetic, ensuring the corporate and event logos popped in photos and videos.
- Manufacturing & Assembly: Our production team worked around the clock to build, finish, and quality-check the giant fabrications.
- Logistics & Delivery: Operating within the strict logistical constraints of midtown Manhattan, we guaranteed a seamless, on-time delivery, arriving strictly within the allocated budget.
The giant branded cups were exclusively featured at the infamous iCandy NYC Experience and immediately became the focal point of the event’s marketing strategy. The physical scale of the cups effectively anchored the space, guiding visitors into the multi-floor scavenger hunt and immediately communicating the fun, oversized nature of the event.
Installations became an instant hit for user-generated content (UGC). Parents, kids, and influencers flocked to the giant cups for photos and videos, creating a viral wave of promotion across Instagram and other social media platforms.
By aligning perfectly with Tandem Set and Scenery’s specifications, we proved that high-concept, “want and need” experiential products can be delivered flawlessly without compromising on budget or deadlines.
The vibrant energy of the event, the excitement of the scavenger hunt, and our giant branded cups in action can be seen in iCandy NYC’s official event footage.
Check out some footage from the event –
👉 www.instagram.com/reel/DUs80k-kRsZ/
👉 https://www.instagram.com/p/DUs5XRaEaUy/
👉 https://www.youtube.com/watch?v=vF3thrXvl60
Three Point do not own the rights to the images used in this post.