Shake Shack HK revamps ifc store with spirit of community

In celebration with its fifth anniversary in Hong Kong, Shake Shack has revamped its ifc store with the spirit of community, as well as partnering with local bakery brand CookieDPT to relaunch a new flavoured Shack Stack. 

The celebrations kick off with the renovation of Hong Kong’s ifc store, which dons a fresh new look, featuring a vibrant mural by Hong Kong-Pakistani artist Ahmad Rida Nisar (pictured) that playfully connects the original Shake Shack hot dog cart to the brand’s first outpost in Hong Kong.

The artwork celebrates Hong Kong’s rich cultural heritage and iconic landmarks with scenes depicting Central, The Peak, Victoria Harbour, Tsim Sha Tsui and Ocean Park. Rida Nisar incorporated other whimsical details into her Shake Shack mural such as the bauhinia flower, an ice cream truck, a pedestrian crossing and iconic Hong Kong signage, all of which represents the neighborhood community.  The first 100 guests in line at the grand re-opening will receive free exclusive swag showcasing Rida’s mural designs.

Furthermore, the grand opening of the ifc store comes with the citywide relaunch of Shake Shack’s signature Shack Attack concrete with local bakery brand Cookie Department (Cookie DPT), which is also celebrating its fifth anniversary this year. The Shack Attack features a mix of Shake Shack’s classic chocolate frozen custard, fudge sauce, Cookie DPT’s double chocolate cookie and chocolate chunks, topped with cocoa powder. It will be available exclusively at ifc store from 26 April, and will be available across Hong Kong from 29 April.

To further celebrate this partnership, Shake Shack and Cookie DPT will launch a “Build Your Shack Cookie” workshop at its ifc store on 30 April and 1 May. Workshop guests will receive a DIY kit to build their own “Shack” made out of cookies.

“Even as they have expanded around the globe, Shake Shack has maintained the heart and values of a local business like ours. We are excited to celebrate our joint fifth anniversaries by helping to create an original treat exclusively for customers of Shake Shack Hong Kong,” said Cookie DPT founder Wil Fang.

MARKETING-INTERACTIVE has reached out to Shake Shack for more information. 

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