New layout, design follow 2021 brand refresh
Häagen-Dazs unveiled a new store design in Walnut Creek, Calif., which follows a brand fresh launched in 2021. The Häagen-Dazs tapestry wallpaper tells its flavorful story, including a display of vanilla flower and chocolate ingredients. Also apparent are art pieces reflecting 3D-printed vanilla flower, strawberry and caramel art pieces.
The bright, bold color scheme, ice cream-themed murals, updated team uniforms, and modern lighting and seating, also play up the new look. Also at the Walnut Creek Häagen-Dazs, a mural, designed by Brooklyn-based artist Jade Purple Brown, a Häagen-Dazs brand partner since 2021, stands out.
A #ThatsDazs campaign in 2021 reflected content from a mix of talented creators, tastemakers and consumers sharing their personal interpretation of luxury. Plus, Häagen-Dazs’ partnerships, according to a company statement, intensify with a variety of innovators from diverse backgrounds.
Moreover, the brand will continue to uplift marginalized creative communities. It has pledged $1.5M as part of a three-year commitment.
“We could not be more excited to share our newly designed Häagen-Dazs Shop, which highlights our inclusive, playful ice cream positioning, inspired by our #ThatsDazs campaign,” says Rachel Jaiven, Häagen-Dazs marketing director. “We’re proud to spotlight artists and creators like Jade, who embody the pioneering spirit of our founders.”
The Walnut Creek Häagen-Dazs is located near the Dreyer’s Grand Ice Cream company headquarters in Oakland, Calif. Located in Broadway Plaza, the shop sports the new store design and carries traditional Häagen-Dazs super-premium ice cream and sorbets. Brand favorites include Cookies & Cream, Dulce de Leche and Belgian Chocolate.
Adam Hanson, president of Häagen-Dazs Shops, commented, “We’re thrilled to launch our updated Häagen-Dazs Shops design in our local community of Walnut Creek. The grand opening will be something special for our team, as the transformation has been a diligent effort, and we’re so proud of the new design.”
In the United States, Häagen-Dazs operates under Froneri, which operates as Dreyer’s Grand Ice Cream, based out of Oakland, Calif. Froneri is a joint venture Nestlé with PAI Partners. More than 200 Häagen-Dazs Shops, franchised by The Häagen-Dazs Shop Company, Inc, operate in the US store system.
Walnut Creek Häagen-Dazs, 1275 Broadway Plaza, Walnut Creek, CA 94596
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