With the activation of face-to-face activities, space marketing using offline spaces is becoming more active. Recently, attempts have been made to go one step further and present a new level of brand experience to consumers.

In particular, the MZ generation (Millennial + Z generation) is actively taking into account the high interest and demand for art. Some brands are melting their values, philosophy, and identity into “art” and delivering them to consumers in a more natural and creative way.

According to related industries on the 22nd, Haagen-Dazs recently held an exhibition “Melting Point” with Lotte Gallery. The purpose is to deliver Haagen-Dazs craftsmanship and brand philosophy to consumers in a more creative way.

It was designed to symbolically show Haagen-Dazs ice cream as a masterpiece beyond the product as part of the “Masterpiece of Masterpiece” campaign, which means a masterpiece among masterpieces.

Under the theme of “The happiest moment when cold ice cream melts at the tip of your tongue,” the exhibition offers about 30 sensuous artworks inspired by the melting point of Haagen-Dazs ice cream.

The exhibition covers three themes: “Matiere & Sense,” “Variations & Heritage,” and “Moments & Story.” First of all, “Five Senses” consists of paintings and stereoscopic works that intuitively express the creamy and cold texture of ice cream.
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Market Kurly opened its first offline space “Off Curly” in Seongsu in September. At Off-Curly, you can experience the ingredients curated by Market Curly.

In particular, it is noteworthy that it does not end with simple food on display, but also introduces the food culture of each country. Market Kurly is conducting a docent program that provides commentary on the gourmet, humanities, and art contents of food ingredients according to the theme of each period.

In commemoration of the 30th anniversary of the release of the Bulgogi Burger, Lotteria opened its first pop-up store, “Bulgogi Lab 9222,” in Ikseon-dong, Jongno-gu, Seoul. Bulgogi Lab 9222, which has various experience spaces, delivers the experience of the Lotteria brand with concepts from each time zone in the past, present, and future.