Selfridges is a regular stop on my lunchtime route when I’m at work – in the name of fashion features research, but more just to admire the food hall and add to new jewels and gadgets to my Wonder Room wishlist.
So, with an hour or two to languish away, I headed down the Ultra Lounge to sample the finest ice cream available to humanity at The Icecreamists’ punk-luxe, guerilla ice cream installation.
The Icecreamists have reclaimed ice cream from weepy, Bridget Jones drudgery and made it seriously sexy, with decadent flavours and extravagant frozen cocktails in a luxurious boutique parlour. The ‘installation’ is decked out like the backstage area of the ultimate glam rock concert with black PVC sofas, a silver banqueting table and small stage with splashes of hot pink. The decor gives a nod to Stephen Sprouse’s punky neon graffiti and there is even a souped up icecream van driven by HRH herself!
We tried a scoop of the Axl Rose-Water ice cream – a pastel pink concoction of rose water, vanilla and dried rose petals. The ice cream is based on traditional artisan gelato methods, using less fat and less air than American versions, making it smoother, healthier and more flavoursome.
The flavours are classics remixed with crazy names like Obamarama (milk chocolate, funnily enough), Gingiana Jones (Asian spiced ginger), Glastonberry and The Molotoffee Cocktail. They’re not cheap at £4.99 a tub, but it was the best ice cream I’ve ever tasted, out of Italy, anyway!
But if you want more Heston Blumenthal-style molecular bells and whistles, there’s God Save the Cream – a cryogenic ‘reverse’ flambee cocktail created at your table and served at a ridiculously cold -196 degrees. Or, save your lips from frostbite with the Sex Pistol ice cream cocktail that promises to get you going with natural stimulants, absinthe ice cream and a shot of absinthe in a pink water pistol.
There’s scheduled live music from opera singers to girl bands and rock boys, so check out The Icecreamists’ Facebook page for more info.
For a better idea of the…ahem, ‘atmosphere’ of the installation, watch models Tolula Adeyemi and Mel Rose’s informative guide, directed by Pussy Glamore’s Marissa Montgomery. Well, it’s just them getting all sticky and creamy, but why not, ice cream is sexy now, after all!
The Icecreamists’ God Save the Cream installation is open now until 1 November at Selfridges.