Häagen-Dazs
Rose and Ruben’s Bodega 2022
New York, New York
To support the launch of Häagen-Dazs’ City Sweets collection, we helped bring an immersive brand experience to life in Brooklyn that blended product storytelling with New York–inspired culture. The activation drew from the collection’s street-dessert flavors and the brand’s local heritage, translating those ideas into a playful yet elevated physical environment.
The space was designed as a neighborhood bodega, Rose & Reuben’s, named in honor of Häagen-Dazs’ founders and their immigrant roots. Each area within the bodega spotlighted a different flavor from the City Sweets lineup, using visual cues, props, and artwork to reinforce the campaign narrative and create an authentic, lived-in feel.
I supported the project across communications and influencer engagement, working closely with internal teams and agency partners to align messaging, talent, and media strategy. This included coordinating with creators, DJs, and photographers to ensure the experience resonated with cultural tastemakers and generated organic social and press coverage.
Local artists were commissioned to develop custom artwork that appeared throughout the space, further grounding the activation in New York’s creative landscape. Thoughtful details, from hand-painted signage to branded ephemera, were incorporated to enhance storytelling and invite discovery at every turn.
A hidden speakeasy concealed behind a freezer door served as the activation’s centerpiece. Inside, guests were invited into an intimate lounge environment where they could sample the new flavors and experience the brand in a surprising, elevated way, reinforcing Häagen-Dazs’ positioning around everyday luxury.
The two-day activation included both an invite-only industry and influencer preview as well as public hours, maximizing reach across audiences. Through strategic communications and experiential storytelling, the event successfully amplified the City Sweets launch while strengthening Häagen-Dazs’ connection to culture, community, and creativity.