Velvet ice cream is not only a premium ice cream, but the history behind it is rich and goes all the way back to Lebanon. No one going to Ye Olde Mill would have a chance to get to know that history by simply buying ice cream, up until 2 years ago.
After buying ice cream, the visitor would go out the back door to the patio and walk right by the displays and descriptions. The museum was filled with displays of old ice cream scoops, ice cream molds, equipment used to produce ice cream, as well as a lot of ice cream memorabilia. Why would people walk by this area? A few of the main reasons: #1 It just wasn’t welcoming, #2 It wasn’t a space that was talked about or visited by customers, and #3 The space lacked any organization or flow for the guests to follow.
Our first step was to go through the space with them and talk about what was important to their story, how they wanted to tell their story, and what could leave the space to be either displayed elsewhere or not displayed at all. We measured every square inch of the space, took a ton of pictures, and began the process of working on a strategy that would tell the velvet story in a space that is inviting to customers.
After clearing the space out and giving it a coat of fresh paint, the space instantly came to life. The space had a natural divide that allowed visitors to walk straight back, down the back wall, and circle into an area that could be used for extra seating - something they desperately wanted.
The design of the timeline was simple: it laid out the story of the Dagars coming to America, starting a business, and the family traditions along the way. The Dagars have so many great photos, old ads, and stories that it became difficult to narrow down what information should go on each panel, but with a little guidance and deliberation, the panels started falling into place. Some of the photos were so fun they got a panel all on their own.
One of the most successful parts of the strategy was the placement and location of the panels. They were able to form a visual wall that separated the timeline from the seating area which then created a chute that guided visitors in chronological order through the panels.
The space transformation is impactful.
It went from a dark uninviting space unrecognizable as a museum to now an area that visitors frequent often. Seeing the visitors stop at each panel and read the information, look at the display of ice cream scoops, and learn about the 4th generation company is the cherry on top.