buildings open to the public container / for special events
HÄAGEN-DAZS OMD office of mobile design



  • Domain:

    for buildings open to the public

  • Market:

    for special events


This competition winning entry for Haagen-Dazs, the Pleasure Mobile blends pure indulgence with creamy smooth texture. Created to travel, this dynamic ice cream bar / film screening environment is deployed to serve all Haagen-Dazs film, fashion and music events.

Spread its wings and orchestrate the bar's metamorphosis from a sheltered cocoon to the space for free tasting love. It is here that the interactive service station effortlessly evolves, enabling mixologists to respond to clients' desires for Mango Tropicale Sorbet Cocktails, Lemon Passion Pie Licks, or Chocolate Midnight Cookie Bites. The Pleasure Mobile enhances the visibility, recognition and identity of the Haagen-Dazs brand through the mobile vending and media experience. Based on an economy of movement, where form follows passion, this adaptable and flexible structure is always responsive, interacting with its immediate and shifting environments. It is durably composed and constructed using lightweight technologically advanced, and structurally robust materials. This self-sufficient and relocatable structure introduces and reacquaints the diverse array of exotic Haagen-Dazs flavors to the expanding population in the metropolis of the future.