This week we’re stepping into the wizarding world to do some shopping, mentally preparing for mac and cheese flavored ice cream, and getting hyped for the Tokyo Olympics.

A Magical VR Retail Experience

The new Harry Potter flagship store in New York is more than just replica wands and scarves. The wizards at WarnerMedia designed two immersive experiences that pair VR headsets with practical real world effects to create mini theme park encounters right inside a three-story retail store. Although we’re still a little peeved that we never got our Hogwarts letters, we’re still excited to try what is sure to be the closest thing us muggles will ever get to magic. Bring your friends, even if they’re Hufflepuffs.

Van Leeuwen Gets Krafty

To celebrate National Mac and Cheese Day, Van Leeuwen partnered with Kraft to make a concoction straight out of a Willy Wonka nightmare: mac and cheese flavored ice cream. Let’s pause for a second to unpack that information. For us, the thought process was as follows: “Oh gross, definitely not trying that. Well, how bad could it be? Ok maybe one small sample size spoonful at the scoop shop, but that’s it. Ugh. Fine. It’s in the shopping cart. Better get two pints, just in case.” Get it here. Or don’t. That’s your journey.

An Urban Farm Makes Incredible, Edible Art

Has this ever happened to you? You’re walking through a gallery looking at beautiful art, then all of a sudden hunger hits. You have two options, get hangry and punch a hole through a priceless Rembrandt, or go to the museum cafeteria and pay $18 for the worst caprese salad you’ve ever had. Neither are great options, but now there’s a better way. At a new exhibit at the Gagosian gallery in the Chelsea neighborhood of New York, art and food meet in an urban garden installation that’s as visually appealing as it is appetizing. Each day the plants and flowers are harvested for visitors to actually eat. It gives the expression “eat with your eyes” a whole new meaning.

NBA 2K’s First Female Cover Star

Candace Parker, WNBA star of the Chicago Sky, is making history as the first ever woman to grace the cover of the popular game NBA 2K. Parker will be featured on the NBA 2k22 WNBA 25th anniversary special edition to be released Sept. 10. It was a childhood dream for Parker to be on the cover, and it’s sure to inspire other little girl’s dreams of basketball glory, too. Big moment for Parker and WNBA, we love to see it.

Olympic Advertising Goes for Gold

The Tokyo Olympics are finally set to begin after being postponed due to COVID. In the lead up to the games starting on July 23, promoters rolled out a trailer that is itself a fun game of find-the-hidden-easter-eggs. Every scene in this exciting, lurid frenzy is packed with references to Japanese culture, paying homage to video games, toys, nightlife, music, and more in brilliant fashion. It’s sure to get you amped up to watch the Olympic games, or maybe just visit Japan. Game on.

The Working Assembly is an award-winning branding and creative agency.

Established in 2017, we collaborate with emerging and evolving companies for end-to-end brand building, including strategy and visual identity, print and digital design, content, and creative campaigns.

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The Working Assembly

NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.

NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.