By Allison Watkinson
TLL Reporter
SCG America has partnered with Rovio Entertainment to launch an Angry Birds-themed retail café in the recently-opened Tangram development.
The Tangram complex where the Angry Birds café is located was created as a joint development project between SCG America and F&T Group. Designed as a mixed-use destination, Tangram includes numerous retail, entertainment, hotel, office and residential spaces that span multiple levels.
The agreement between Rovio and SCG America was facilitated by Angry Birds’ global licensing agent IMG.
Located in Queens, the iSwii by Angry Birds retail café will offer themed pastries, cakes, confections, bubble teas, coffees, interactive gaming technology, a retail section, Angry Birds-inspired design details, and more.
The Angry Birds café will offer booking options for parties & events in private rooms/nests that include Angry Birds VR games, treats, and customizable Angry Birds gift bags for attendees.
“Launching iSwii by Angry Birds is a perfect way to bring locals and Angry Birds fans back to fun in-person experiences,” said SCG America executive director, 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,” added Leck. “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.”
The iSwii by Angry Birds retail café is a 3,300-sq-ft space that includes modern décor, NYC-themed statue installations, an Angry Birds mural ceiling, a terrazzo counter and flooring that resembles dessert sprinkles.
Additional Angry Birds design elements include nest-like wicker and hanging chairs, graphic wall coverings, tropical plants, and a glass display case with custom-decorated pastries.
The decorations for the café were planned and developed by SCG America’s interior design lead, Tina Wu.
A wholly-owned subsidiary of the Shanghai Construction Group. SCG America has three decades of experience working in the North American real estate market. The company provides general contracting, construction management, real estate development, and real estate fund management services.
“We are always delighted to find forums for Angry Birds fans to interact with the brand in new and fun ways,” said Rovio director, Katri Chacona. “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.”
Initially launched by Rovio Entertainment in 2009 as a mobile game, the Angry Birds brand has become a global multimedia franchise that includes two feature films, a long-form Netflix series, several spin-off games, location-based entertainment, licensed consumer products, and more.
The iSwii by Angry Birds retail café opened for business on July 8, 2023.
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