Redjacket and JKR dine at Häagen-Dazs ‘temple’

Häagen-Dazs is testing a new retail format at its UK and French flagship stores, which it plans to roll out globally following a four-month trial.

London design consultancy Redjacket has developed the new interiors, while branding specialist Jones Knowles Ritchie has created packaging, china and uniforms for the new venues.

Previously known as Häagen-Dazs Cafés, the pilot shops in London and Paris are dropping the term “café” from signage. “We are moving away from Häagen-Dazs cafés to become ice-cream temples,” explains managing director of Häagen-Dazs Cafés for Europe Nicolas Bouvé.

“We are trying to remain close to the brand values by using strong elements of the brand in the new stores,” says Bouvé.

The London outlet, which officially reopened in Leicester Square last Thursday, now has two floors, with seating for up to 120 people, plus take-away facilities. New elements include restaurant-style seating, sofas, and cosy arched wooden booths to separate diners from take-away customers. A video screen shows Häagen-Dazs ads to enhance the brand experience.

Bouvé is confident the redesign will generate extensive growth for the stores. “The target is 15 per cent, but I think it will be nearer 25 per cent,” he predicts.

The format will begin rolling out worldwide from January. There are currently 60 UK outlets and 300 around Europe, with plans to double both during the next five years, says Bouvé.

As well as new standalone and in-store venues, the company also hopes to open a mobile sales unit at the London Eye.