ABOUT

Concept
To reconnect people emotionally to the climate crisis, Telekom created “Miniatur Warmland”, the first AR experience to bring global warming to the world’s largest miniature exhibit: Miniatur Wunderland. The idea was to turn a place known for joy and imagination into a stage for climate reality. Using immersive technology, visitors could witness the devastating effects of global warming, in both +2°C and +5°C scenarios. This approach made the distant feel personal and transformed an abstract crisis into something deeply tangible.
Execution
Telekom partnered with Miniatur Wunderland to 3D scan parts of the exhibit and develop high-fidelity digital twins. A custom AR app, running on rotatable iPads, overlaid these models with dynamic visuals of floods, droughts, fires, storms, and more, all mapped with precision onto the real-world exhibition. Visitors could raise the temperature slider and watch as beloved miniature scenes were transformed by the effects of climate change. Designed for intuitive use and maximum emotional impact, the installation ran for weeks and was supported by a branded film, website, and making-of content to extend reach far beyond the physical space.
Results
In the first 10 days, the experience was covered by over 250 media outlets and reached more than 13.4 million people. Telekom generated over 10.2 million impressions on social and became top-of-mind again on the topic of sustainability. Visitors spent significant time in the exhibition, sharing their reactions online and sparking a wave of public discussion. Politicians even commented on the project, helping bring climate action back into political discourse. More importantly, the experience made global warming feel real, not a distant threat, but something affecting places we love today.