To us, Häagen-Dazs is synonymous with creamy, delicious ice cream with natural flavours. This association was at the root of our desire to present ice cream in its purest form, or, at least, ice as it exists in nature.
It quickly became clear that this dessert should resemble an iceberg. A block of ice that's just been brought back from Antarctica, with the freshness of an icicle, containing a condensed version of all of the brand's flavours.
An object that is not designed, in the structured meaning of the term, but instead created to bring us on a journey to a place where ice forms the backdrop to a polar taste experience.