Häagen-Dazs Flagship Store

What we present is not merely an ice cream shop, but a three-story sanctuary of taste and sight, designed for exploration. Situated on the bustling Nanjing Road Pedestrian Street, the Häagen-Dazs flagship store draws its core inspiration from "the first scoop of ice cream," transforming that initial moment of sweet anticipation into a complete and fluid spatial narrative. The design eschews traditional retail layouts, employing sculptural curves, immersive light and shadow, and multi-sensory interactive experiences to guide customers from the city's clamor into a fantastical world built of vanilla and craftsmanship. It is a sensory pilgrimage that journeys from the palate to the soul. The walls and ceilings are coated in a warm, vanilla-colored textured paint, resembling a three-story block of ice cream meticulously carved by a giant scoop. Ubiquitous, elegant curves mimic the smooth tracks left by a scoop, creating a strong sense of visual envelopment, as if embracing customers within a vast, sweet ice cavern and awakening their taste memories from the very first step inside. A Curated Vertical Journey The project's greatest challenge lay in vertically connecting the three floors and endowing each with a unique appeal, all within the structural limitation of having no elevator. We transformed this challenge into a highlight through a series of meticulously planned designs, creating a progressive journey of discovery, level by level. The Gravitational Core — The "Vanilla Blossom" Interactive Installation: To break down the barriers between floors, we boldly opened up the floor slab between the first and second levels to install a two-story "Vanilla Blossom" art installation. This dynamic installation is not only a visual focal point, attracting the curiosity of first-floor customers and guiding them upstairs; it is also a three-dimensional embodiment of Häagen-Dazs' classic flavor, presenting the brand's core values in a poetic and striking manner and offering a dual feast for both the eyes and the palate.