When does summer begin in London? For some it's the first sunbathing session of the year; for others, the opening lick of the Wimbledon theme tune. And then there's the Ice cream Project.
Now in its fifth year, this eccentric showcase of (largely) British brands — spearheaded by fashionista Anya Hindmarch — sees the sleek silver fridges of a Pont Street boutique stocked with tubs of uncannily flavoured ice creams and sorbets: McVitie's Ginger Nut biscuits, Walker's shortbread fingers, orange Capri-Sun.
So far, all in good taste. And then you hit the 'really?' list, with flavours including OXO, Lurpak, Green Giant sweetcorn, Paxo stuffing and Aunt Bessie's Yorkshire puddings (presumably you're supposed to smoosh scoops of the last two in your gob simultaneously). Perhaps the curviest curveball of the 2026 season is ice cream infused with the bright pink, antiseptic eucalyptus toothpaste Euthymol. Are you supposed to spit or swallow? More importantly, can it be used as a substitute to cleaning your teeth?
Of course, half the point of all this — aside from tricking publications into writing 'Anya Hindmarch' half a dozen times — is to throw caution to the wind, and try something adventurous on your taste buds. Last year, we licked our way through the menu, finding the Twiglets ice cream "not entirely revolting" — proof that if you don't try new things, you might never discover that they're, well, perfectly OK in a roundabout way.
Of course, we didn't pay for any of our ice cream tasters, whereas Joe public has to shell out £4.50 for a single scoop, or £16(!) for a whole tub. Participating in the 'Blind Tasting Tea' gives you the opportunity to try all 15 flavours, although that'll cost you a cool freezing £50. Better dig deep into that Anya Hindmarch purse of yours.
The Ice Cream Project, 11 Pont Street, Kensington, until Sunday 16 August
