The Swissmilk “milk bar” provides festival visitors with refreshing milk specialties in the summer and has been enjoying great popularity for years. Frozen yoghurt, milkshakes and other specialties can be consumed at the milk bar. With this presence, Swissmilk wants to put the products of the Swiss milk producers in the spotlight, instead of its own brand. The quality and the unique experience in the festival environment are aimed at anchoring the high-quality dairy products in consumers’ memories.
The former Swissmilk “milk bar” was to undergo a complete redesign, including a new design from scratch. The customer approached us with the vision of a chalet-style booth. The future milk bar was supposed to appear more natural, warmer and more up-to-date and also highlight the Swiss origin of the brand and its products. An important concern for Swissmilk was to also reduce the setup and dismantling time and to increase cost efficiency in favour of maximised functionality.
Of course, the focus was on festival visitors being able to enjoy the products and thus enjoy delicious refreshments. By participating in the various festivals, the image of Swiss milk and dairy products was also to be enhanced. It was also important to experience the added value of Swiss milk. In order to achieve these goals, it was essential to create a booth that attracted the attention of the visitors, from which products could be released efficiently and which meets the storage and cooling requirements.
We took up the needs of Swissmilk and then developed and implemented a container-based concept for a festival booth that looked like a typical Swiss chalet. The resulting structure comprises four modules that can be set up or dismantled independently by the operator within a day. Once the containers have been connected, current flows directly – from just one central point. A special eye-catcher in the chalet overall is the carillon clock on the back wall.
The milk bar was used at four different festivals in the summer of 2018 and attracted about 67,000 visitors. Swissmilk combined its presence with a social media competition which encouraged many festival participants to visit the milk bar.
The biggest challenge was the container size. A standard steel container could not be deployed. Rather, it had to be completely built from scratch, which required detailed static calculations. Due to the fact that the milk bar would be exposed to changeable conditions, it had to be absolutely weatherproof, although almost exclusively natural products were used for the booth construction. One obvious difficulty last summer was the cold chain. However, this challenge was also optimally resolved.
