MS Café offered a taste of life with MS
The brief was to create an experiential café that would highlight the symptoms of MS. All proceeds would go to MS Ireland. The café needed to be in a high footfall area and fit 50 people at a time. The space needed to be wheelchair accessible and have a front window on a main street in Dublin
Event Fuel worked with the client to develop ideas surrounding trigger points within the café to highlight symptoms of MS. We designed the layout and look and feel of the space. A series of interactions were developed by Event Fuel after working in focus groups with MS patients. Such interactions included- Counter being on wheels and is moved subtly and discretely to disorientate guests. This highlighted vision and disorientation symptoms. · Menu behind counter is on screens and phases in and out of focus via remote control. This highlighted vision symptoms. When customers go to sit down, they feel the ground is soft beneath their feet. Highlighting sensation symptoms. After developing a series of interactions to create this experiential café, Event Fuel then sourced the space and built a pop up café in 2 days and launched it on the 28th of March 2018.
FleishmanHillard won a Cannes Pharma Lion Award for The MSunderstood Café, on behalf of Roche Ireland and MS Ireland. The café gained National press and TV and sparked the conversation in the media around the symptoms of MS. The success of this café sparked a European MS Bus Tour where we built a similar experience on a bus across Poland and Ireland. More ideas are being developed for future campaigns for MS. based on the success of this initial café.