With the Magenta Moon Campus, Deutsche Telekom assumes social responsibility by identifying a way to carry on under the “new normal” – in spite of the coronavirus. The Campus is an interactive playground, digital classroom, digital workshop and a hybrid discussion platform, all rolled into one – and offers a playful way to acquire digital media literacy during the pandemic.

The coronavirus has rendered events with classical physical attendance (trade fairs, congresses, concerts, training events, etc.) impossible. Innovative event formats with new brand content, other experiences of proximity and intelligent safety concepts are in demand; formats that invite us to look forward – with courage and curiosity.

An initiative for digital education.

A space to learn and play, a digital workshop and a hybrid discussion platform all rolled into one.

With the Magenta Moon Campus, Deutsche Telekom assumes social responsibility by identifying a way to carry on under the “new normal” – in spite of the coronavirus. The Magenta Moon Campus is an interactive playground, digital classroom, digital workshop and a hybrid discussion platform, all rolled into one – and offers a playful way to acquire digital media literacy during the pandemic. The Campus erases the boundaries between the digital and the physical while at the same time creating shared, sensitive moments in times of lockdown and social isolation. In a location deliberately chosen to revitalize the city center, and with casual architecture and an atmosphere to match, it invites us to look ahead – with courage and curiosity.

The Magenta Moon Campus offers a fascinatingly diverse educational program, free of charge, that benefits all generations – with a focus on the key topics of sustainability, media literacy and digitalization. The program comprises 154 workshops and 45 online workshops, top-flight lectures, live podcasts, webinars and performances, along with a digital office hour for the so-called “Silver Society.” It is designed to impart practical knowledge and to introduce program participants to the digital tools of our time – whether on-site in Berlin or online. School pupils and senior citizens alike can select workshops on coding and the fundamentals of AI, as well as courses on cyber bullying, privacy protection and digital detox, among other things. They can also playfully learn how to distinguish fake news from real facts.

The Campus opened in Berlin in late October 2020 – and remained open for 2 weeks. It recorded more than 20 million media contacts (including 1.3 million influencer impressions, reports in national and international media, from Bunte magazine to the Tagesspiegel newspaper, from Spain to China). It also helped revitalize Berlin’s city center in the wake of the coronavirus lockdown. In times of progressive attrition due to the coronavirus, this is how Telekom is becoming a pioneer for digital optimism.

The architectural and artistic centerpiece of the Campus is the approx. 170 m2 (1830 ft2) Magenta Moon Garden. A place to reflect, recharge and revitalize the senses. A genuine, planted, walk-through media installation that immerses visitors in the utopian moon-garden worlds of Sunrise Garden, Moon Garden and Magenta Moon.

The video plays on a completely curved wall up to 7 meters (2275 feet) high and 36 meters (118 feet).

Magenta Moon is a “phygital” experience: This is where the boundaries between the digital and physical worlds have begun to dissolve. A sophisticated no-touch concept and cleverly choreographed user ensure that visitors will always intuitively keep the right distance. The Magenta Moon Campus demonstrates how immersive brand experiences can be made safe in the midst of the coronavirus pandemic.

The Magenta Moon Campus recorded more than 20 million media contacts (including 1.3 million influencer impressions, reports in national and international media, from Bunte magazine to the Tagesspiegel newspaper, from Spain and China). It also helped revitalize Berlin’s city center in the wake of the coronavirus lockdown. In times of progressive attrition due to the coronavirus, this is how Telekom is becoming a pioneer for digital optimism.