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The Art of Pure Pleasure was a series of delightful, proprietary, memorable and mediagenic cultural events designed to build the super premium ice cream brand’s appeal and relevance to a sophisticated, upscale market.
The initiative linked the brand with world-class cultural talent and its audiences and featured commissioned public art projects, short films screened in unique product sampling environments, a distinct sponsorship presence at international art fairs, and co-branding with relevant corporate partners including SONY and Bloomingdales.
With a focus on leading edge design and cross disciplinary practices, The Art of Pure Pleasure cut through the sponsorship haze, serving up entertaining and thought provoking Häagen-Dazs branded cultural experiences for more than a half a million consumers in key markets. It also generated enthusiastic coverage in art, business and mainstream media, and served as a tasty platform for the development of creative new channels for product sampling, sales and promotion.
video: Antenna Design’s interactive installation at Bloomingdales flagship store in New York City.