We had been working with Haagen-Dazs for a few years building out the That's Dazs world of luxury, when the brand decided to launch a new flavor line devoted to the tastes of the city that their founders started in: NYC. Haagen-Dazs' incredible story actually began in the Bronx with Rose & Reuben, two Polish immigrants who ended up making a category-changing ice cream brand.
As an homage to the dynamic duo, we build a speakeasy bodega to showcase the new flavors, pay tribute to our ice cream visionaries, and bring the Bronx community together to party and eat an unsettling amount of ice cream.