You can't miss it—right in the heart of Utrecht Central Station, we built a full-scale activation for the launch of Dr. Oetker's new Suprema pizza. For one week only, commuters and pizza lovers alike can grab a hot slice straight from the structure. Commissioned by Chase, All Day handled the complete build. From the bold structure to the seamless setup, this pop-up was designed to serve both style and sustenance. Quick to assemble, impossible to overlook, and irresistible to passersby. Because when Dr. Oetker launches a new pizza, you've got to make sure people taste it.