Häagen-Dazs launches pop-up 'house' in Melbourne

The Häagen-Dazs House has landed in Melbourne for a five-week residency, to promote the brand's re-entry into the Australian market.

Visitors can expect restaurant style service (Instagram/haagendazsau)
Visitors can expect restaurant style service (Instagram/haagendazsau)

Situated at Federation Square, the temporary space serves 12 of Häagen-Dazs' signature flavours, such as mint leaves and chocolate, caramel, pralines and cream, green tea, raspberry sorbet, and coffee.

Customers receive a restaurant-style experience, whereby a member of staff will lead guests to a table, seat them and take their order, which can comprise up to three flavours per person. 

The scoops are brought to tables on white plates, and they can be enjoyed either inside or in the great outdoors – the pop-up features an outdoor area complete with grass, trees, tables, chairs and umbrellas. 

A select number of take-out cartons have also been produced for those looking to take home a slice of the experience. 

The brand has devised the now sold-out Ultimate Tasting Experience within the space, where participants can expect to sample a range of Häagen-Dazs varieties to arrive at their ‘perfect flavour match’.

The pop-up will remain in situ until 16 April, at which point it will travel to Sydney.

Häagen-Dazs first entered the Australian market in 1999, however less than ideal sales saw it exit the country in 2004.

Back in the UK, Häagen-Dazs has teamed up with Liberty London to create two limited edition floral varieties, in celebration of spring.

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