Wonder Scoop is a new ice cream brand launched in collaboration between Shinsegae Food and the Brand Strategy Team of Emart. In line with the brand name “Wonder Scoop” and its slogan “Taste the Wonder” which evoke curiosity, the brand introduces unique flavors never before tasted with designs that enhance the surprise and excitement of exploring these new savory flavors.

The retail design focuses on recreating emotions and wonders of visiting an ice cream parlor as a child. Jumping in excitement, hesitating over flavor choices, and the spreading of mouthwatering sweetness upon the first bite are just a few longed memories from our childhood.

The retail space is a modern translation of retro ice cream parlors. Elements such as glowing light bulbs, painted wood paneling, black-and-white checkered mosaic tiles, and vintage ceiling fans are reminiscent of the past and arouse nostalgia.

Colors are used broadly throughout the store entrance. Pale mint and orange visually trigger of a sense of consuming smooth, creamy, and luscious ice cream. For space efficiency, wood paneled bench is built around the perimeter of the seating hall with half-moon shaped tabletops that can be easily shifted to assist customers.

The white backdrop visually brightens and expands the extents of this limited seating hall, yet a touch of orange on the stools adds a speck of fun and enlivens the space. As a continuation from the store entrance, fixtures such as light bulbs, antique poster frames, and ceiling molding create a retro and cozy atmosphere.

Design: Melloncolie Fantastic Space Lita
Photography: Ju Won Kim