Premium ice-cream brand Häagen-Dazs, known for its pint tub and provocative advertising during the 90s, has undergone a major brand refresh involving London design agency Love, ad agency Saatchi & Saatchi, 10 international artists and illustrators and Bompas & Parr - who put on a mega launch in the UK.

Last night the brand launched an event – My Extraordinary Life  at Noho Studios in London to promote it’s "reset". It involved a lot of free ice-cream and beautiful toppings, ice-cream canapés and ice-cream flavoured martinis. The studio space was decked out with Instagrammable dream-like environments designed by Bompas & Parr – essentially pink everywhere – alongside plush sofas, flowers protruding from waffle cones, ice-cream paintings dripping from the roof and LED lights.

However gone are the glittery days of the 90s, Häagen-Dazs says it wants to build a deep brand recognition with a new crowd - millennials - and it understands the way to capture the hearts and minds of young people is to deliver an authentic story, an immersive experience, and of course, beautiful, Instagram worthy ice-cream. The brand wants to move from a "grocery brand to lifestyle brand".

Image: Banana caramel explosion by Antti Kalevi

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