# Sensory Dessert Schools Haagen-Dazs' Ice Cream Master Academy is a School for the Senses By Laura McQuarrie | Published 2015-08-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ice-cream-master References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-behind-the-scenes-haagen-dazs-master-ice-cream-academy/brands/article/1360622) & [twitter](https://twitter.com/haagendazsuk/status/634702767114874884?lang=en) The experience of eating ice cream is a treat for more than just one of the senses, so Häagen-Dazs set up the [Ice Cream Master Academy](https://www.trendhunter.com/trends/ghirardellis-sampling-event) to educate consumers how the other senses come into play during a tasting. A [pop-up dome](https://www.trendhunter.com/trends/the-pint-of-no-return) was set up for two days in London’s Bloomsbury Square, which served as a space for experts dubbed "The Masters of Real" to host sessions on sound, sight and scents. Although the ice cream is a beloved household treat, Duck & Waffle’s head chef Dan Doherty showed how the dessert can be elevated by incorporated into [gourmet gastronomic dishes](https://www.trendhunter.com/trends/cafe-gourmand). As well as featuring expert chef guides, visitors to the experiential space were also able to hear from influencers like blogger Rosie Thomas and Häagen-Dazs ice cream tester Alison Gray. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 51% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Sensorial Education:** Businesses can create experiential spaces to educate consumers on how other senses come into play during a tasting. - **Gourmet Ice Cream:** Incorporating ice cream into gourmet gastronomic dishes is an opportunity for innovation. - **Influencer Marketing:** Partnering with influencers can help businesses reach a wider audience and increase engagement. ### Sectors Adopting This - **Food and Beverage:** Companies in the food and beverage industry can create unique and personalized experiences to educate consumers about their products. - **Hospitality:** Hotels and restaurants can incorporate sensory education experiences to enhance their guests' dining experiences. - **Marketing and Advertising:** Agencies can work with brands to develop experiential marketing campaigns that engage customers' senses and emotions. ## Related on Trend Hunter - [Sporty Ice Cream-Themed Activations](https://www.trendhunter.com/trends/hagendazs-flavour-club.md) - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md) - [Sensory Recalibration Desserts](https://www.trendhunter.com/trends/opaque-ice-cream.md) - [Sweet Multi-Sensory Experiences](https://www.trendhunter.com/trends/brixjourney.md) - [Playfully Indulgent Ice Cream](https://www.trendhunter.com/trends/city-sweets-collection.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Revamped Ice Cream Shops](https://www.trendhunter.com/trends/thats-dazs.md) - [Boozy Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ice-cream-pop-up.md)