Iceland's London location has been covered in synthetic ice, letting customers can trade in their shoes for skates while grocery shopping in a holiday activation

While many retailers launch interactive and thematic activations for the holidays, British supermarket chain Iceland is pulling out all the tops with its Shopping on Ice concept, letting shoppers skate on site.

Visitors can trade in their shoes for skates at a makeshift locker room, then hit 250 square meters of ice. There are also special penguin skating aides for children who may not have learned how to ice skate yet, enabling an inclusive family activity.

The Marketing Director of Iceland, Nick Hayes, says of the promotion, “We wanted to add some magic to Christmas food shopping and the in-store skating experience has certainly done that.” The store is known for its customer service, and with this activation, the brand hopes to drive foot traffic by way of special holiday experience. Customers can try out the ice for themselves at Iceland's London Stratford branch.

Iceland Supermarket

While many retailers launch interactive and thematic activations for the holidays, British supermarket chain Iceland is pulling out all the tops with its Shopping on Ice concept, letting shoppers skate on site.

Visitors can trade in their shoes for skates at a makeshift locker room, then hit 250 square meters of ice. There are also special penguin skating aides for children who may not have learned how to ice skate yet, enabling an inclusive family activity.

The Marketing Director of Iceland, Nick Hayes, says of the promotion, “We wanted to add some magic to Christmas food shopping and the in-store skating experience has certainly done that.” The store is known for its customer service, and with this activation, the brand hopes to drive foot traffic by way of special holiday experience. Customers can try out the ice for themselves at Iceland's London Stratford branch.