"Master of Cool Innovation", Matt O'Connor, the provocateur behind the Icecreamists — a "new conceptual installation" at Selfridges, the concept being a high-end ice cream lounge bar — officially opened the venue at a bash last night.
House band Jimi Love & The Icecreamists (there's a theme here) pumped the crown up before O'Connor, a well-licked industry man who counts Walls, Mars and Fredericks Ice Cream as previous employers, took to the stage. He introduced Italian master gelatist Roberto Lobrano, who wheeled out a beeping, flashing gurney on which he proceeded to whip up 'God Save the Cream', a cryogenic ice cream cocktail "made with liquid nitrogen". A few more theatrical cocktail-servings later, including one lucky girl who got to sample the much-talked-about Viagra cocktail ice cream, and the house band kicked up with the Prince covers again (Sign O' The Times rather than the more obvious Cream or Money Don't Matter 2Nite), leaving the well-lubricated revellers to boogie the night away.
As concepts go, Icecreamists is an enjoyable bit of unadulterated fun for the man- or woman-child in us all, and the quality of the boutique ice cream on offer — a globe-trotting range, from Argentine dulce de leche via Tahitian Vanilla, to Asian Spiced Ginger and Italian espresso — is excellent, and reasonably priced at two scoops for £2.99. Whether you feel comfortable parting up to £15 for the ice cream cocktails is a matter between you and your wallet.
The Icecreamists is on the lower ground floor of Selfridges, Oxford Street, until 1st November