Loewe Perfumes Transforms London Ice Cream Bar into Pistachio-Themed Pop-Up

Loewe Perfumes has transformed The Dreamery, an artisanal ice cream bar in Islington, North London, into a pistachio-themed pop-up experience. This collaboration marks the launch of Loewe Perfumes’ new pistachio scented candle, offering visitors a multi-sensory immersion into the fragrance’s profile. The pop-up, which will run until July 30, 2026, integrates product promotion with a unique retail design and culinary offering.

The Dreamery, known for its decadent scoops and crisp wines, was originally launched in 2024 by Alex Young and George De Vos. Its existing interior, characterized by a colorful ceiling mural by British artist Lucy Stein on backlit Japanese unryu rice-paper panels and steel countertops, provides a whimsical backdrop for the Loewe Perfumes activation. For the duration of the pop-up, the exterior façade of The Dreamery has been painted in a distinct pale pistachio hue, aligning with the packaging of the new candle.

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Key facts

The pop-up introduces a limited-edition pistachio ice cream flavor, crafted to complement the new candle’s fragrance. This culinary element enhances the experiential aspect of the launch, directly linking the scent to a popular taste. The design intervention extends beyond the exterior, with the pistachio shade subtly integrated into the overall aesthetic to create a cohesive brand experience within the existing whimsical setting of The Dreamery.

This initiative by Loewe Perfumes highlights a growing trend in retail and brand activations, where sensory experiences are used to launch new products. By taking over an existing establishment known for its distinct atmosphere, Loewe Perfumes leverages the location’s established appeal while creating a temporary, immersive environment. The fusion of interior design, product display, and a unique culinary offering provides a memorable engagement point for consumers.

For professionals in interior design and retail, this pop-up serves as an example of how temporary installations can effectively blend brand identity with an existing space. The careful consideration of color, scent, and taste demonstrates a holistic approach to creating a themed environment, even within the constraints of a short-term activation. The choice of The Dreamery, with its already artistic and unique interior, underscores the potential for collaboration between design-forward brands and distinctive venues.

Source: Wallpaper, https://www.wallpaper.com/entertaining/loewe-perfumes-ice-cream-bar-pop-up