Mövenpick

Ice cream, served like a Swiss watch.

Localisation

Zurich, Switzerland

YEAR

Concept

SURFACE

80 m²

MISSION

Store concept

APPROACH

NARRATE

A scoop of ice cream is a simple pleasure, eaten on the go.

Mövenpick lays claim to Switzerland, with all the precision and exacting standards the name implies.

The concept borrows certain codes from luxury, without losing the warmth of an ice-cream parlour.

Switzerland comes through first in the ingredients. Milk bottles line the walls in rows, and a green wall recalls alpine pastures. The circle, the shape of the scoop, recurs throughout: on the counter front, where each flavour has its own frame, and in round display cases that present the products like watches or jewellery. The cones, baked on site, are displayed inside them.

The black-and-white façade, the marble and the wood speak the language of a luxury house.

But ice cream is also eaten outdoors in the warm months. The shopfront opens fully on folding glass panels, and in summer the shop becomes an open counter.

Nothing stops a simple pleasure from being well served.