THE LONDON STUDIO DOSHI LEVIEN’S EXPERIMENTAL TREAT WAS INSPIRED BY A CINEMATIC TRIP TO THE MOON.
Ice cream is an indulgence when you’re sitting on a sofa in sweat pants eating it with a spoon straight out of the pint container, but the treat can be so, so much more decadent. When Nipa Doshi and Jonathan Levien of London-based office Doshi Levien were approached by Haagen-Dazs about a unique collaboration, the opportunity to experiment with the frozen dessert was too sweet to resist.Levien tells Co.Design.
“I thought the meeting place between material technology and food culture was really interesting. So we accepted.”
The flavors used were developed by the experts at Haagen-Dazs, but Doshi and Levien were allowed to give their imaginations free rein when coming up with the design. Inspiration included fictitious lunar explorations from the stop-motion Georges Méliés classic, Le Voyage Dans La Lune to a Bollywood song (I’m a bit surprised the Death Star didn’t make the list).
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Levien says.
“Both are about imagination and fantasy, and we wanted our ice cream to take people on a similar journey. It was our intention that the deeper you delve into the moon the more flavors and layers are revealed.”
So how did the toothsome treats actually come together? Levien says.
“We used clay to make a prototype in the studio. Initially, we weren’t too concerned how it would be made, partly because we heard that Haagen-Dazs likes a challenge. It was only on a later visit to the kitchen when we realized how the previous ice cream cakes had been made and how difficult it was to mold a spherical object without handling it. We made what seemed like a naive suggestion that actually worked!”
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COMMENTARY: It's about time Haagen-Dazs concocted something original with unique design elements. I do love the Star Wars inspired "Death Star" ice cream bar. The layers of caramel, nugget, nuts and delicious Haagen-Dazs ice cream sounds dreamy and very tasty. But, why stop with the Death Star ice cream bar. Haagen-Dazs should consider a royalty deal to offer a theme of Star Wars characters. How about "R2D2" or "3CPO" ice cream bars. The list is endless. These could be done throughout the year. I can certainly see an "Avatar" and "Penguins" series.
Courtesy of an article dated October 16, 2012 appearing in Fast Company Design
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