Transforming Häagen-Dazs' Flagship Store
Showcasing the Art of the Scoop.
Client:
Häagen-Dazs
Location:
East Nanjing Road No. 558, Huangpu District, Shanghai, China
Deliverables:
- Brand Experience
- Creative Consulting
- Special Graphics
The Story.
Back in the 1960s, Häagen-Dazs began transforming hot summers with their ice cream. Today, that gourmet chill has made it’s way over to Shanghai’s bustling East Nanjing Road—one of the world’s busiest shopping arteries. When Häagen-Dazs decided to reimagine their existing flagship store in Shanghai, they enlisted The Orangeblowfish, renowned for our dynamic retail design and experiential retail expertise, driven by our love for ice cream!
The challenge was clear: transform a three-story venue, whose existing design needed the final cherry on top, into a destination that not only sells but celebrates ice cream, drawing fellow ice-cream lovers from all corners to experience the art of the scoop.
Our Creative Strategy.
Embracing Häagen-Dazs’s heritage, our creative strategy aimed to infuse the store with a series of dynamic, sensory-enhancing elements that would elevate the traditional ice cream shop experience.
Before our intervention, the flagship store, while sophisticated, didn’t fully capture the playful and immersive essence the brand aspired to convey. As detailed in a recent New York Weekly article on the rise of flagship stores, creating a unique brand experience through such spaces is becoming increasingly crucial for businesses looking to stand out in the competitive retail landscape.
After our redesign, each corner of the store became a dialogue with the customers, selling ice-cream to people before anyone has even had the chance to order it yet!
The Transformation.
With our trademark zest for vibrant spaces and meaningful storytelling, we crafted engaging visual and tactile experiences that transformed the Häagen-Dazs flagship from every angle. Climbing the animated staircase, where strawberry and vanilla visuals lift you into a world where every floor promises a new delight, turns a simple store visit into an immersive journey.
At ground level, dessert displays steal the show. We transformed typical cake stands into stages, spotlighting each dessert as a star in its own right. They literally put the desserts on a pedestal—because here, that’s exactly where they belong!
Above, the product shelves do more than simply store and display; they underscore the Häagen-Dazs heritage, transforming each product into a must-have item.
Our redesign overall not only elevates the retail experience but also resonates with the growing preference among younger consumers for engaging and memorable shopping experiences, a trend that our changes seek to amplify.
The Result.
With a dollop of fresh creativity from The Orangeblowfish, the Häagen-Dazs flagship on East Nanjing Road has become more than just an ice cream shop—It’s now a standout example of dessert culture innovation.
Our design enhancements redefined the space, setting new benchmarks for how retail environments can engage, inspire, and connect with their audience. Drop by No. 558 East Nanjing Road to experience how The Orangeblowfish has redefined the Häagen-Dazs experience.
While you’re there, treat yourself to a scoop of your favorite flavour!
