Häagen-Dazs Debuts Pop-Up Series Celebrating ‘The New Slow’

Häagen-Dazs has officially been named the exclusive ice cream partner of Complex, launching a summer-long collaboration aimed at inspiring fans to embrace “the new slow.” The beloved ice cream brand is celebrating the art of indulgence and mindfulness through a coast-to-coast pop-up series, kicking off June 27 in New York City and continuing in Los Angeles—with more dates to be announced throughout the summer.

At the heart of the activation is Häagen-Dazs’ newest innovation: Belgian Waffle Cones. These decadent cones elevate the classic scoop shop experience, delivering rich, creamy ice cream paired with luscious toppings and a surprise swirl of sauce at the bottom of each bite. It’s the kind of treat meant to be savored slowly, not devoured in a hurry.

Each pop-up will feature a custom Häagen-Dazs stationary cart set up outside Complex’s flagship locations, offering fans a free taste of the brand’s newest flavors: Vanilla Salted Caramel, Summer Berry, Triple Chocolate Fudge, and Toasted Almond Fudge. Roaming pushcarts will serve samples to fans waiting in line, while brand ambassadors engage attendees in conversations about flavor, indulgence, and finding joy in everyday moments.

This summer series marks more than a sweet treat—it’s part of a larger campaign encouraging people, especially Millennials and Gen Z, to take moments for themselves amidst the chaos of modern life. Whether it’s a solo stroll, a midday pause, or a shared cone with a loved one, Häagen-Dazs wants fans to find peace in the pause and savor each bite.

The pop-up experience is designed to reflect this slower pace, emphasizing the idea that ice cream is more than just dessert—it’s an escape. Häagen-Dazs, long known for its premium ingredients and luxurious texture, is leaning into its legacy while introducing a new generation to its indulgent lifestyle brand ethos.

The summer-long celebration will culminate at the highly anticipated Complex Family Style Food Festival in September, promising one last large-scale moment of indulgence and slow living.

So whether you’re in SoHo or Fairfax, keep your eyes peeled for the Häagen-Dazs cart—and don’t forget to savor the moment, one waffle cone at a time.