Zeal creastes a new experiential destination for Nuii

Premium ice cream brand Nuii has unveiled a new experiential destination at Wingham Wildlife Park, creating an immersive branded treehouse designed to bring the brand’s spirit of adventure to life. Developed by brand activation agency Zeal, the activation aims to strengthen Nuii’s association with adventure, wildlife and premium indulgence while creating a memorable destination experience for visitors.

The launch forms part of Nuii’s broader strategy to compete differently in its category. Rather than relying solely on visibility within the frozen aisle, the brand has focused on creating distinctive, high-impact experiences that build demand beyond traditional retail environments.

Built around Nuii’s “Ice Cream Adventure” positioning, the activation is rooted in the insight that adventure is a key point of difference for the brand. Rather than communicating those values solely through advertising, Zeal and Nuii identified an opportunity to create a real-world experience that immerses consumers in its brand world while naturally complementing the park’s environment and its conservation initiatives.

At the heart of the activity is the Nuii Treehouse, a bespoke two-storey structure inspired by the spirit of exploration and discovery. Situated within Wingham Wildlife Park, the experience combines an ice cream sales outlet with education and brand immersion, within a destination designed to feel authentic to the Nuii world while sitting naturally within its surroundings.

Unlike a traditional sampling activation or branded kiosk, the Nuii Treehouse has been purpose-built as a permanent destination experience in its own right. Combining premium ice cream with immersive storytelling, the structure has been created to encourage visitors to spend time exploring the brand rather than simply making a purchase.

The ground floor serves as a retail and sampling space where visitors can purchase and enjoy Nuii products, while the wider experience encourages guests to spend time exploring the brand’s story. Natural materials, adventure-inspired styling and immersive storytelling create an environment that feels closer to an expedition outpost than a traditional food and beverage outlet.

Throughout the space, visitors can discover information about Nuii’s partnership with WildArk and a range of global conservation projects supported by the brand. Educational displays highlight elephant conservation, koala rewilding initiatives and Indigenous Ranger programmes, helping connect Nuii’s adventurous positioning with tangible environmental action.

Branded seating areas, conservation content and exploration-inspired signage encourage visitors to dwell within the space, creating opportunities for deeper engagement with the brand while generating memorable moments that visitors can share with friends and family.

Henry Craven, Head of Brand Activation at Froneri Ice Cream, said: “Nuii has always been about adventure, exploration and discovery, so we wanted to create an experience that brought those values to life in a meaningful way. Wingham Wildlife Park provided the perfect setting to connect our adventurous spirit with conservation storytelling, creating a destination that goes beyond traditional sampling or retail. The Treehouse allows visitors to immerse themselves in the Nuii world, enjoy a Nuii ice cream in a setting inspired by the brand’s adventurous spirit, and learn more about the important conservation initiatives we support.”

Tim Solano, Managing Director at Zeal, added: “For challenger brands, competing on visibility alone isn’t always realistic, particularly in categories where larger players benefit from greater scale, distribution and spend. The opportunity for Nuii was to lean into what makes the brand distinctive: its spirit of adventure. Rather than creating another branded retail outlet, we wanted to build a destination that people would actively seek out and spend time with. The Treehouse brings Nuii’s world to life in a way that consumers can physically explore, transforming a transactional retail moment into something more engaging, memorable and meaningful.”