Pop-up stores are all the rage lately. With everything from vintage throwback milk bars to Springfree Trampolines, brands are making the most of the modern consumer's love for temporary exhibitionism and perfectly curated Instagram-able moments by catering to those desires in their most creative and innovative ways.
Now, New Zealand Natural's jumped on the experiential bandwagon with its new pop-up store, Melt, on Auckland's Quay Street.
Using New Zealand Natural ice cream, Melt offers a twist on well-known dishes such as made-to-order dessert burgers, customised French macarons and a menu of rotating weekly specials—which has included ice cream tacos and eclairs so far—for customers to try out.
Ice cream pop-ups, of course, are nothing new. Back in 2010, Kapiti Ice Cream opened three temporary exhibitions around Auckland to showcase the best of New Zealand design and dish out a few of its creamy 'pop-upsicles' along the way.
Developed by Work Communications, the pop-up store is adorned with hand-drawn designs by Auckland-based illustrator Andrew J. Steel.
Steel, who was part of former Taranaki street art collective BMD, drew the designs in-store, allowing customers to watch the artist at work as he brought his creations to life.
Monica Anderson, integrated producer at Work Communications says: "It’s been a fantastic project to be a part of, from commissioning local artist Andrew J. Steel to help bring the project to life, right through to sourcing cool furniture. Best of all sampling the delicious ice-cream burgers."
As The Register reported yesterday, it's emerged that New Zealand Natural's owner Emerald Foods is launching into China.
As one of New Zealand's biggest franchise exporters, Emerald Foods has over 300 franchised stores in 17 countries including China, the UK, the USA and India, making it truly a global brand.
Along with New Zealand Natural, it owns and licenses a number of other ice cream brands including Movenpick, Killinchy Gold and Zilch.
This story originally appeared on stoppress.co.nz