Panthella Claw Machine
- Brand
- Louis Poulsen
- Year
- 2025
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
For 3daysofdesign 2025, Louis Poulsen needed its Copenhagen showroom — home to a store relaunch, upcoming product previews and Henrik Vibskov's Panthella-inspired installation — to stand out among 400+ participating brands and 500 events across the festival. The brand also wanted a way to reach followers who couldn't attend in person, and to turn that reach into an ongoing lead-generation channel once the festival ended.
Solution
Visitors registered once at the showroom entrance, then scanned QR codes placed around the space to open an online scratchcard on their phone. Scratching off three matching coins won a digital gold coin, which the visitor exchanged at a staff desk for a physical token to play a real claw machine in the showroom — with a guaranteed prize inside a Louis Poulsen box, a Panthella-colored keychain, pulled in front of a crowd of onlookers. People who couldn't make it to Copenhagen played a digital version instead: dragging a claw to grab a Panthella lamp in a color of their choice for a shot at winning that lamp in a live drawing. After the festival, the digital claw machine stayed live on Louis Poulsen's website as a recurring game with a monthly lamp giveaway.
Results
6,000+ people played the scratchcard over the three festival days, for 135,000+ total plays — an average of 22 per player — with around 70 claw-machine tokens won per day. The online claw machine drew 1,200+ registrations and was played 46,000+ times, averaging 38+ attempts and 2 minutes 34 seconds per person; the email announcing it landed a click-through rate 72% above the company's year-to-date average. Three winners were drawn for Panthella lamps during the festival itself.
- 1
Visitors to the Louis Poulsen showroom during 3daysofdesign register once at the entrance, before seeing any game, so they won't need to enter details again later.
- 2
Inside the showroom, amid the Circle Dome Square installation, visitors scan a QR code that opens an online scratch card on their phone and rub away the coating with a finger. A loss lets them scratch again immediately, and players average 22 attempts before uncovering a win.
- 3
A win triggers a "coin-gratulations" pun and awards a digital gold coin; roughly 70 players win per day.
- 4
Back in the showroom, the winner trades the digital coin for a physical token and uses it to play a real claw machine while other visitors gather to watch. Every attempt succeeds, and the player retrieves a Louis Poulsen branded box holding a monogram keychain colored to match a Panthella lamp.
- 5
In parallel, people who could not attend the festival learn about a standalone online version through email or Instagram and register to play; signups exceed 1200.
- 6
Players control a virtual claw and repeatedly try to catch a Panthella lamp of a specific color, averaging 38-plus attempts and about 2.5 minutes per session.
- 7
Catching the lamp enters the player into a drawing for a lamp of that color. Three winners were picked during the festival, and the game stays live afterward as an ongoing lead-generation mechanic with monthly drawings.
