Milk Land ice cream pop-up in Tokyo
Tokyo â€“ In the Japanese capital, saturated with stimulation, many advertisements barely break through to public consciousness. A space completely decked in bold cow print â€“ especially one with the promise of sweets inside â€“ isnâ€™t so easy to ignore, though. The tactic in reference was employed by architect Ryusuke Nanki with a Shibuya pop-up space commissioned by agricultural cooperative Hokuren for Milkland, a very aptly-named ice creamery.
â€˜We thought of this place as an advertising medium where people could walk in to sample the products, and designed the shop space [as a continuation of that] ad,â€™ explained Nanki. Luckily, being effective in doing so was helped by the sweet offerings themselves. Each of Milklandâ€™s dairy desserts is made with milk and cheese from the island of Hokkaido, famed for breeding happy, productive cows. The fruits of their labour are something of a rarity in Tokyo (and, on top of that, dairy is proving a novelty to Asian markets), so Nanzi sensibly took advantage of the obvious black-and-white trope.
After being lured in via the perfectly out-of-place faÃ§ade, visitors faced an ice cream counter. Then, they were prompted to venture upstairs to the toppings bar, from which containers randomly popped up like a game of Whac-A-Mole (it canâ€™t go without mention that the feature made for perfect IG Boomerang material). All the while, a life-sized cow sculpture stood chaperone, patiently waiting to be noticed in its perfect camouflage and well-positioned for a photo-op.
The cleverest thing about Nankiâ€™s spatial advertising? The commercialism was well disguised and the shopâ€™s design spoke for itself, with no need for ad distribution. Milkland has every sweet-toothed visitor with a smartphone and social media account to thank for that.
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