General Mills saw an opportunity: 42 million people visit the Mall of America every year, many of them families who are core consumers of Big G cereals.

Together with Shea Architects, General Mills launched Cereal Adventure, a 16,000 square foot attraction that would educate and entertain visitors and build preference for Big G cereals.

VEE designed and created several core elements of the attraction, including a welcoming gateway featuring 20 foot sculptures of classic brand icons from Trix and Lucky Charms cereals, the Wheaties Hall of Champions, Lucky's Magical Forest and signage for the Cereal Adventure Café.