Singapore is serving up The Zero Parlour, an ice cream installation designed to bring people together to discuss climate challenges during Climate Week NYC at Madison Square Park from Sept. 21 to 23.
The parlour is part of Brand Singapore’s “When You’re Ready” campaign by Singapore’s Ministry of Trade and Industry and is described as the first physical expression of the global creative campaign.
Designed in collaboration with installation artist Sebastian Kite and Morgenstern’s Finest Ice Cream, The Zero Parlour features a Singapore-inspired Rojak flavor made with pineapple custard and fermented shrimp paste, alongside other ice cream flavors.
Visitors select a colored spoon based on the climate challenge they are most passionate or curious about. The choice is intended to start a conversation with others who selected the same topic, with visitors seated on modular benches.
The circular structure, designed by Kite, is built predominantly with cork, a renewable material harvested by peeling the bark from cork oak trees. Wood sourced locally is also used in the space, while the ice cream is served in edible cups and with edible spoons.
The Zero Parlour is the first physical expression of the latest evolution of Singapore’s nation brand, “When You’re Ready.” The brand platform refresh was developed in partnership with global brand practice Anak, alongside a year-long global campaign by The Secret Little Agency.
“The Zero Parlour is what ‘When You’re Ready’ looks like when you can taste it. A space that brings people from all over the world together and turns a hard conversation about climate into one people actually want to have,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency.
