General Mills launches Häagen-Dazs House pop-up restaurant in OZ via The Taboo Group
General Mills has engaged The Taboo Group to help launch Häagen-Dazs in the Australian market, and establish the world famous super premium ice cream.
Taboo’s concept, Häagen-Dazs House, is a sleek pop-up restaurant with a modern Scandinavian aesthetic. Visitors are invited to take a pint home, order from the dine-in menu, or book the by appointment only experience, The Ultimate Tästing, a 45-minute session led by an official taste technician. Guests are taken through a series of sensory experiments to identify their unique flavour sensitivities and preferences from which their bespoke dish is created. Melbourne bookings are now sold out and Sydney bookings opening soon.
Built by award-winning architects, Archiblox, and styled by Louisa Curtis, Häagen-Dazs House features ice cream themed art by world-renowned artist Henry Hargraves and menu garnished by chef Jane Lowe, formerly of Lake House.
Says Andrew Machinnon, managing director, The Taboo Group: “We set out to re-launch this brand in Australia by creating the best Häagen-Dazs 
experience in the world. We believe we’ve done that.”
The campaign has been supported by outdoor, print, PR and influencer seeding. Häagen-Dazs House finishes up in Melbourne’s Federation Square on 16th of March before migrating to The Rocks in Sydney from 22nd April to 21st May 2016.
Creative Agency: The Taboo Group
Managing Director Taboo: Andrew Mackinnon
Creative Director: Reece Hobbins
Strategy Director: Richard Hack
Designer: Charlie Brookes
Copywriter: Kiriana Wheaton
Account Manager: Andrew Dix
Account Coordinator: Hannah Cleary
2 Comments
Looks sweet!
This is so cool. Its just like the Magnum Ice cream shop, and the Ben and Jerrys one too. Its so cool, its just like those ones but launched much later and not nearly as well.