Iceland has introduced a new concept for Christmas – shopping on ice! In a world first, the aisles of the supermarket’s branch in Stratford were transformed into an ice rink by using 250 square meters of synthetic ice.

Iceland said the new experience aimed to bring some fun to what is often seen as just another festive chore – the Christmas food shop. The rink was installed in response to research, commissioned by Iceland, which found that four in five parents (83%) wish they had more time to enjoy the run up to the big day.

A locker room area was installed where shoppers were invited to swap their footwear for skates, meaning they could glide through the aisles as they picked up their essentials ready for Christmas.

Neil Hayes, Marketing Director at Iceland, said: “At Iceland we know Christmas is and exciting time, however it can be a struggle for lots of families as there’s so much to do.  We wanted to add some magic to Christmas food shopping and the in-store skating experience has certainly done that”.

Iceland’s Shopping on Ice from St Marks Studios on Vimeo.