The iconic Bronx ice cream brand plans a one day pop up in East Williamsburg to celebrate the launch of several new New York City themed flavors.

The pop up will provide free ice cream on 4/20 between noon and 8 p.m. with new flavors from the Häagen-Dazs City Sweets collection.

The new flavors include Dulce de Leche Churro, Chocolate Peanut Butter Pretzel, and B&W Cookie.

Those interested can RSVP here.

The storefront is filled with colorful items stripped of their branding but made to look like a legitimate bodega.

The store is named after the founders, Rose and Rueben Mattus.

The art direction has a distinct retro vibe harkening back to when the brand was invented in Bronx, New York in 1960. The name is made up, though it intentionally sounds foreign. It literally doesn’t mean anything.

The shop has an indoor capacity of 75. Clearly the design team is expecting crowds given the velvet rope.

Although AMNY claims this pop up is in “Bushwick,” Moore Street is clearly in East Williamsburg.

Haagan Dazs Pop Up
71 Moore Street
Noon – 8pm April 20, 2022.