- 🍦WhatExtreme, the Nestlé Froneri ice-cream brand, opened a pop-up store at Cremerie de Paris N°9 — a hidden ice-cream speakeasy concealed inside a laundromat, unveiling its 2024 cone innovations.
- 📍WhereCremerie de Paris N°9 · Saint-Honoré · place Marguerite de Navarre — Châtelet–Les Halles, 75001 Paris
- 📅Whenfrom Thursday 21 to Saturday 23 March 2024 · free entry
- 🚊Getting thereChâtelet–Les Halles (RER A·B·D, M1·4·7·11·14), exit N°1 Marguerite de Navarre
- ✨Did you know?Nestlé’s founder Henri Nestlé already knew the Halles district — 150 years before the brand returned for this pop-up.
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Extreme Ice Cream at Cremerie de Paris
In March 2024, Extreme — the Nestlé Froneri ice-cream brand — opened a spectacular pop-up store at Cremerie de Paris N°9, on place Marguerite de Navarre. Discover the full story and pictures on the official Cremerie de Paris page.
A speakeasy inside a laundromat
From 21 to 23 March 2024, visitors discovered and tasted the 2024 cone innovations of the famous ice-cream brand. Behind the façade of an ordinary laundromat hid an ultra-pop, lively speakeasy — a free, hidden ice-cream bar that surprised its visitors right by the Marguerite de Navarre exit of Châtelet–Les Halles.
The creative minds behind the pop-up
The pop-up was imagined by Laura Fantoni (Extrême) with the agency l’Uzyne — Isabelle Gadonna, Marine Dubreuil, Laurent Estrany, Thomas Roenelle, Loïc Wissler and Simon Vuillermoz — together with Luc Laumond and Utopik Design.
The Extrême brand
The Extrême ice-cream cone was created in 1989. In 2016, Nestlé and R&R Ice Cream merged to form Froneri, which makes Extrême today. With this pop-up, Extrême joined the long line of world brands — Amazon, Apple, Microsoft, Nike, Pokémon — that have chosen the Cremerie de Paris for their events.
The Extreme Ice Cream Pop Up adds Cremerie de Paris to a long history of iconic Pop Up Stores
When a Cremerie de Paris Pop Up Store is well done, something unique comes with it. The Expo becomes part of the history of a landmark that is a crossroads between past and future — the same place that saw every Bourbon King of France walk through its courtyard at VB (Hôtel de Villeroy-Bourbon) was, at the very dawn of the Internet, an avant-garde Internet café. The Extreme Ice Cream Pop Up continues to be admired from the homepage of VB.com — the only "two-letter dot-com" in the world connected to a Pop Up Store / Museum location. Thus Extreme Ice Cream becomes an online tourist attraction on a prestigious "Visit" tourism website. Internet Users and Paris Lovers will keep discovering the Extreme Ice Cream event through time.
The Extreme laundromat by l’Uzyne (2024)
Extrême — Summer plan (2024)
A hidden ice-cream bar in a Paris laundromat (2024)