Hokkaido dairy pop-up educates & engages
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With the idea that food needs to be tasted as well as its provenance explained, a Hokkaido dairy “pop-up flagship” shop was opened in Tokyo to introduce the brand.
Over three months, Milk Land HokkaidoTokyo aimed to build the brand by letting consumers learn, eat and buy in the one space products from the Hokkaido dairy production area of Japan.
Central to the shop was an 18 metre wooden table where all three facets of the concept came together. Customers were able to learn about the dairy farmers and their products, and how the products are transported from the miniature farms to the city. They could also sample the products at the table, and buy from an inbuilt refrigerator.
The table was split by a green carpet leading to the cashier at the back of the store. Also at the back was a kitchen and a counter for desserts. Customers were able to combine various types of cream from Hokkaido with cereals and sauce to create their own desserts (more than 300 combinations were possible).
More than 110,000 people visited the pop-up, which was designed by architects Ryusuke Nanki, Sachiko Abe and Mina Ueyama, with creative director/art director Segawa Hiroki and copywriter Ai Sakamoto.
Questions & Answers
Q.What was the main purpose of Milk Land HokkaidoTokyo’s pop-up shop?
What was the main purpose of Milk Land HokkaidoTokyo’s pop-up shop?
The pop-up aimed to introduce and build the Hokkaido dairy brand. It allowed consumers to learn about dairy farmers and products, sample items, and purchase them directly from the Hokkaido production area.
Q.How did the pop-up shop encourage customer engagement with the products?
How did the pop-up shop encourage customer engagement with the products?
Customers could sample products at an 18-metre wooden table and create their own desserts in the kitchen area. They combined different creams with cereals and sauces, offering over 300 possible combinations.
Q.How many people visited the Milk Land HokkaidoTokyo pop-up during its operation?
How many people visited the Milk Land HokkaidoTokyo pop-up during its operation?
More than 110,000 people visited the pop-up store in Tokyo. It was open for three months, offering visitors a chance to learn, eat, and buy Hokkaido dairy products.
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