Gelato Fiasco was set to launch in Australia as a super premium gelato that would be sold exclusively with one national retailer. The brand originated in Maine, Portland by a couple of gelato enthusiasts who enjoyed creating big bold Americanesque flavours for their cone concoctions.
To launch the brand in Australia, Yakusan was tasked with designing a pop up store in Melbourne for six weeks, during the midsts of winter! We needed to drive awareness, trial & conversion in the one go, so we needed to create a buzz and launch with a bang.
Focussing on the origins of the brand, and it’s big bold personality, we designed a log cabin in Fitzroy – but to add a twist we brought the outside inside and had silver birch trees sculpted and installed growing up through the floor, punching up through the ceiling, and even bursting out through the windows on to the street.
Customers could pick up a “Wake ’n Bacon” whilst sitting around the pot belly stove on rabbit skinned tree stumps with the aroma of freshly chopped wood surrounding them.