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Lickable Wallpaper Installed in a London Elevator
Mischief PR and McVitie's collaborated to create an innovative and unique installation: the world's first lickable wallpaper. This edible wall covering was composed of 1,325 McVitie's Jaffa Cakes, a popular type of cookie. The concept for this unusual design drew inspiration from the imaginative world of Willy Wonka, particularly the fantastical elements found in his chocolate factory.
The lickable wallpaper was strategically installed within an elevator, which was subsequently dubbed the "Lick-able Lift." This installation took place in the offices of Engine, a communications company based in London. The project required extensive planning, reportedly spanning four weeks, to bring the vision to fruition. The goal was to transform a mundane elevator ride into a novel and immersive sensory experience for its passengers.
The creative team behind the project also addressed the practical considerations of hygiene for such an interactive installation. To maintain cleanliness and ensure a pleasant experience for all users, a system was put in place: once a Jaffa Cake was licked by a passenger, it was immediately removed by a designated bellboy. This protocol prevented multiple individuals from licking the same cookie, thus mitigating any potential hygiene concerns associated with a shared edible surface. The "Lick-able Lift" aimed to provide a momentary, whimsical escape, offering a playful and memorable interaction for those traversing the building's floors.
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