It all started with a simple ambition; to reframe consumers' view of the an ice-cream brand from a premium grocery product to a style driven brand that can command the media and the high street.
In stepping outside of a grocery freezer and into our own space we were acutely aware of the need to create a unique product and customer experience that matched the prestige of the places we were hoping to occupy. Herein was both a technical and marketing challenge. The first store opened in sunny Paris in 2012 and we haven't stopped popping up since.
The Pleasure Store concept is arguably the world's most successful pop-up program. In just over 6 years we've appeared in virtually every major city, partnered with some of the most celebrated fashion designers, served swathes of happy customers and triggered a deluge of positive media coverage.