Haunted Curls Lab: Ice Cream Experiment Gone Wrong

Immersive Halloween Concept & Environmental Design for Curl’s Ice Cream

Context / Challenge
Curl’s, a local ice cream shop known for its family-friendly atmosphere, wanted to do something unique for Halloween — something that would drive foot traffic, build buzz, and position them as a playful, creative destination for all ages.

Creative Solution
We transformed the shop into the Haunted Curls Lab, an immersive Halloween pop-up centered around the story of a mysterious experiment gone wrong. Guests stepped into a mad-scientist lab atmosphere filled with glowing green beakers, lab coats, fog, and thematic props that brought the narrative to life. Every detail was intentional — from themed ice cream flavors to the eerie lighting and interactive decor. Families were encouraged to participate in the “experiment,” creating a sense of playful tension and wonder throughout the space.

Impact
The event drove a dramatic increase in visitors and local attention. Curl’s received glowing feedback from returning and new customers alike, while social media lit up with photos of the space, generating organic promotion. The activation reinforced the brand’s identity as innovative, family-friendly, and full of character.

Let’s turn your space into a living story.