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Anya Hindmarch puts Britain’s best loved brands on ice
The luxury brand’s marketing team deliver a masterclass in the power of brand consistency in experiential marketing
Nicola Kemp
Editorial Director CreativebriefThe Ice Cream Project, the summer concept store from luxury fashion brand Anya Hindmarch, is returning to London this summer.
The concept store, which serves ice cream and sorbet sees brands from Kellogg's Rice Krispies to Kikkoman Soy Sauce launched as ice-creams. The inspiration behind the concept comes directly from the Anya Brands collection, which remixes instantly recognisable household names into beautifully crafted luxury designs.
The ice cream is handmade in small batches in Devon. Individual scoops and 500ml takeaway tubs are available to buy. The store, on Pont Street in London, is open until the 27th of August.
It might be a cliche, but it is nonetheless true: marketers often tire of their own ideas before consumers. By bringing back these surprising ice-creams, Anya Hidmarch the luxury brand’s marketing team deliver a masterclass in the power of brand consistency in experiential marketing.
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