Häagen-Dazs to open multi-sensory pop-up

Luxury ice-cream brand Häagen-Dazs is staging a multi-sensory ice cream photography experience, with the aim of finding the 'greatest ice cream photographer'.

Multi-sensory ice cream experience
Multi-sensory ice cream experience

The 'My Extraordinary Life' pop-up is taking place on 19 May at Noho Studios in central London. The ice cream brand has partnered with culinary architects Bompas & Parr to stage an explosion of multi-sensory ice cream experiences. Guests are being encouraged to take photos for Instagram. 

The experience will begin in a lounge room styled with a gentle nod to salt caramel and cookies & cream flavours, before guests are taken through various worlds which provide inspiration for the photography challenge. These include an Infra-red ice cream experiment which aims to bring to life the feeling of something very cold touching something warm, a decadent dinner table with edible centre-pieces and an ‘Ice-capade’ which celebrates the art of ice cream along with an Instagram station. Guests will also be able to personalise ice creams with a range of toppings. 

Once the quest is complete, guests are invited to relax in a plush bar area with a complimentary Häagen-Dazs cocktail perfectly matched to bespoke ice cream canapés.

Each guest can enter a one-off competition, uploading their best photographs using the hashtag #MyExtraordinaryLife. The winner of each session will have their face 3D scanned and re-created into a bespoke Häagen-Dazs ice cream bar. 

Häagen-Dazs has previously collaborated with The Luna Cinema and agency Electrify to bring movie experiences to cinema-goers across the UK. Last year, Etsy launched a pop-up emporium using Instagram as accepted currency

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