First-ever Angry Birds retail café to open — in New York City
A restaurant dedicated to a mobile game that has evolved into a global media franchise is opening in downtown Flushing, Queens.
iSwii by Angry Birds Retail Cafe — the world's first Angry Birds-themed retail café –— is set to open on Saturday, July 8, in the 275,000-sq.-ft. retail center at Tangram, a mixed-use development project that spans 1.2 million sq. ft. The center includes a food hall inspired by the open-air markets of big Asian cities. (Flushing is home to a large Asian population.)
The 3,300-sq.-ft. restaurant will combine desserts, bubble teas and other offerings with gaming stations, a retail section and unique interactive activities. The space features a collection of Instagrammable NYC-themed installations outside the entrance, an eye-catching ceiling mural with Angry Birds graphics, a vibrant terrazzo counter and flooring that is designed to resemble dessert sprinkles.
Additional unique Angry Birds-themed elements include nest-like wicker and hanging chairs, bird paradise graphic wall coverings, and tropical plants on the shelving units where hatchlings, the baby birds wander around. A glass-partitioned exhibition display is home to custom-decorated seasonal holiday cakes and pastries.
iSwii by Angry Birds is also available for private parties and events in private rooms ("nests”) that will offer Angry Birds virtual reality games and treats, including customizable Angry Birds-themed gift bags for party-goers.
"We are always delighted to find forums for Angry Birds fans to interact with the brand in new and fun ways,” said Katri Chacona, director, brand licensing at Angry Birds’s creator Rovio Entertaiment. “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.”
In a deal facilitated by Angry Birds global licensing agency IMG, Rovio Entertainment partnered with SCG America, a wholly-owned subsidiary of SCG Shanghai Construction Group, to build the Angry Bird café. It was designed by Tina Wu, head of interior design, SCG America.
"This unique concept will feature endless culinary treats, bright visuals, newest Angry Birds Games and interactive technology, and the coolest-ever themed shopping experience,” said Robert Leck, executive director of asset management, SCG America. “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.”
Launched in 2009 as a mobile game, Angry Birds has since evolved into a globally-recognized media franchise, spanning various entertainment and consumer products, two feature films, a long-form Netflix series, and location-based entertainment. Angry Birds has more than five billion downloads, 25-plus million social media followers, and 96% brand awareness
In the U.S., Angry Birds can also be experienced in interactive experiences through partners such as Topgolf and Immersive Gamebox.
Headquartered in New York City, SCG America is a wholly-owned subsidiary of SCG Shanghai Construction Group, one of the leading construction conglomerates in China, with footprints in more than 30 countries and regions.
Tangram is a joint development between F&T Group and SCG America, developers of One Fulton Square mixed-use project, also in Flushing.