The new retail store concept for Paul's Ice Cream draws inspiration from the concept of Eutopia, which encapsulates a whimsical, magical, and imaginative experience. By incorporating fun pastel and vibrant colours, the store aims to bring back the inner child in customers. The space incorporates scoop bars, topping and dipping stations, recycling initiatives, pauls exclusive merchandise, a demonstration kitchen to allow customers the oppurtunity to actively participate the ice cream making process and lastly, a customisation private area for events and parties.

The store design includes strategically placed Insta-grammable spaces, featuring #signage, disco-ball artwork, Paul's graphics, a sprinkle pool, and even a slide. These thoughtfully curated spaces provide customers with a endless opportunities to capture their perfect photos. From vibrant and eye-catching signs to unique and whimsical installations, each element is designed to create visually appealing backdrops that are sure to make customers' social media posts stand out, adding an extra layer of fun and share-ability to the overall store experience.