Decibel vs. Snowstorm at the Häagen-Dazs Concept Shop Launch: Decibel Wins
January 24th was already a gutsy date to launch an ice cream shop. Throw in a surprise blizzard, and you get an event management challenge. Hey, winter storm Lola? CHALLENGE ACCEPTED. Check out the video after the jump.
When Decibel partnered with Ketchum PR to organize and promote the launch of Häagen-Dazs’ new concept store in Bronxville, New York, no one could have predicted a 6- to 8-inch snowfall the night before the event. Thing is, though, these things happen, and – trite but true – the best tool you can have in this industry is a get-‘er-done attitude.
With the outdoor weather putting a cramp in our ice cream giveaway tent setup, we fell back on Plan B, bringing the activities indoors. In need of additional space, the team made a few quick calls, and the owner of Pete’s Tavern & Restaurant, immediately next door, graciously granted us use of the space. Great turnout.
The shop itself is a working example of Häagen-Dazs’ new in-store experience, and the company plans to open 12 new stores this year all based along the same lines. The new design features digital menu boards, leather eat-in booths, a tasting station, and a “dessert theater” counter, where customers can watch employees craft fancy frozen treats.
Many thanks to the quick-thinking souls that made this event a success, and congratulations to Häagen-Dazs on their shiny new location.