Imagine a new concept of ice cream cabinet that creates a more engaging & connected shopping experience for ice cream lovers.
We all love ice cream! Hand-held ice creams are very popular as they are convenient and pleasurable breaks. They are delicious and fun to eat. But there is a paradox… although we all love ice cream, when we look for a snack we often tend to buy biscuit, cereal bar, chocolate or crisp… This is because they are more visible in store, easily accessible, or because there are just so many choices in the snacking aisle.
Wall’s, the brand that produces Cornetto, Magnum and Solero believes that the way ice cream is offered to people needs to be changed in order to be more visible and more engaging, so it will fit into peoples’ lives. Ice cream is sold in ice cream cabinets that haven’t changed much in the past 50 years.
They are static with the same format and material, and the only things that vary are the ice cream selection and price boards.
In convenience stores (petrol stations, 7-11 etc.), they are often placed at the entrance, but also at the back of the store, and people often miss them. By the time they are looking for a snack, they’ve missed the ice cream cabinet and choose a snack that’s right in front of them in the snacking aisle, or at the check-out.
People spend a lot of time on their phones these days, and ice cream cabinets have not evolved to pick up on the mobile revolution. They don’t create interaction with people and nothing makes people stop by them and grab an ice cream.
So when someone is looking for a snack, the likelihood that (s)he will choose an ice cream is low.
Can you help us change this? How could ice cream cabinets integrate digital elements so they attract more attention? Can you design the new experience of purchasing ice cream, through a new, engaging and disruptive ice cream cabinet?
Imagine a new ice cream cabinet that grabs attention, engages people and connects better with them, to make ice cream the number one snack option!
The contest is not only about inventing a new ice cream cabinet and its features. You should think about the overall shopping experience. You can change the design of the cabinet. Most importantly, Wall’s wants to create digital features that engage people before they even reach the ice cream cabinet.
Think about how you live and shop today. You probably spend a lot of time online, on your phone or laptop. You use geo-localization and share pictures with your friends. You also go to convenience stores, that are close-by and offer a nice range of products. Integrating these two elements (digital and physical) in the experience you design around the ice cream cabinet is important.
Another way to look at this challenge is to think about personalization which is a big trend. Wall’s could offer more personalized recommendations and promotions.
Also remember that for many people eating ice cream is linked to warm weather. Think about whether your designs/features are year-round solutions or whether you can make some of the features modular, so they are easy to change depending on the weather.
You can change the design of the cabinet to make it more modern. Just bear in mind that it can’t invade too much of more space (10% maximum) and it shouldn’t cost massively more electricity than the current one.
Here is how we can summarize the potential routes you can follow to create your concept:
- Interactivity (digital & physical);
- Modularity (to address flexibility of seasons);
- Cut through design (standout);
- Efficiency (Sustainable energy);
The objective for Wall’s is that people pick ice cream and not any other snack. Wow us with incredible disruptive digital experiences and modern cabinets!
Your entry should be made of visuals (the cabinet and its features) and texts (description of the shopping journey).
Please answer the mandatory questions:
- How does your idea invite people to think about ice cream? And then to buy it?
- How does the cabinet standout? What are the steps carried out in a future ice cream eater journey? (from looking for a snack to the final step after you’ve bought the ice cream?
If you are designing a new cabinet, please answer one more question:
- Why do you think it will attract more attention?
Recently, video screens have been added to cabinets in some stores. It increases engagement but it’s not enough.
A great idea for this contest would be something that engages the consumer while staying simple. For instance, an ice cream cabinet that has a touch screen where people can play a small game before getting their ice cream. If they perform well the automatic sliding door of the cabinet opens and they can get a discounted ice cream. This game would be advertised in the street with footprints stickers that lead to the store where it’s located.
There could be several steps in the journey but we don’t want anything too complex.
A bad idea would be something that includes a QR code to flash on the cabinet, that links to a website where you can design your own ice cream. Then you’re being delivered at a different place and must take a picture of your ice cream and share it online… way too cumbersome, nobody would want to do this!
- #1 獎金 € 3,000
- #2 獎金 € 1,500
- #3 獎金 € 500
Presentation with visuals and texts (4 pages max)
The best ideas will be those that increase interactivity and engagement between people and the ice cream cabinet and those with cut through design.
- Entries should be in English.
- Have in mind these no-go’s as you create:
- Can’t take too much space. If you choose to design a new cabinet, please make sure it doesn’t take up more than 10% more space than the current one.
- Your ideas should not be very expensive to create. Be creative!
- Should not be too loud. Be mindful of other people in the store!
- The digital features should be based on existing technology (e.g. augmented/virtual reality, mobile gaming, etc.).
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。