Pinnacle built 3 unique, custom escape rooms to offer fans in Melbourne, Bologna and Detroit the opportunity to unravel the mysteries of 3 Innistrad Landmarks: The Stitcher’s Lab, Markov Manor and Thraben Cathedral. Each experience was filmed and broadcast live online.
Wizards of the Coast
Shadows Over Innistrad Reveal
Wizards of the Coast came to us to execute a coordinated launch in three countries for their epically popular card game, Magic: The Gathering. Players around the world gathered both at home and at one of the three Grand Prix to experience a game card reveal like never before.
First in Melbourne, Australia attendees encountered The Stitcher’s Lab. A building with inviting charm drew in attendees of the Melbourne Grand Prix. Once inside, groups recognized something was very wrong—but not before the entrance shut loudly behind them. They were suddenly locked in what may have been a restaurant, or hospital? Participants had to work together, and against a clock, to escape the room. After assembling a Frankenstein-like creation from various disembodied (fake) body parts, solving another puzzle, and obtaining a key, they were finally freed. The thrilling experience closed with a reveal of new game cards.
Then in Bolognia, Italy you could experience Markov Manor—if you dared. Attended by the President of the Vampire’s Association of Italy, this vampire’s lair lured in brave attendees. They teamed up and trekked through dimly lit corridors, eerily decorated with ornately framed and terrifying objects. Upon entry, participants had 15 minutes to solve puzzles, decipher riddles and uncover hidden keys—or else! Their escape, too, earned the reveal of a set of game cards.
Finally in Detroit, USA attendees braved Thraben Cathedral. A loud bell summoned participants to the Cathedral’s entrance. All participants were simply instructed—escape this place at all costs. Those who braved to enter were tasked with completing a glass mosaic of Innistrad’s beloved angel, Avacyn. Upon completion, they were greeted by Avacyn herself and led out of the Cathedral to safety. To much surprise, their angel had disappeared and re-entered the main hall ragged and bloody—now a fallen angel. She unveiled the final set of game cards.