Shaping an immersive brand introduction in a key growth market.
Mildberry developed the flagship store concept for Latvian ice cream brand Ekselence, marking the first phase of Food Union’s large-scale expansion into the Chinese market. Unveiled at the New World Dai Maru shopping center in Shanghai with official support from the Shanghai government and Bright Food Group—the country's largest food holding company—the retail concept translated the brand's premium Baltic heritage into an engaging physical experience. To drive this ambitious multi-stage rollout and manage integrated marketing strategies tailored to local consumer specifics, Mildberry built a dedicated full-service team on the ground in Shanghai.