What do you get if you cross doughnuts with rope swings and a ball pit?
A ruddy great mess, we imagine, but also: Doughnut Time World, Holborn's new, neon-lit, pastel-coloured Instagram hotspot.
The new venue is part of the Doughnut Time chain, and is for all intents and purposes, a doughnut shop. But it also describes itself as 'a giant pop-up playground for adults', and offers several extras that you don't get in your average bakery.
Neon signs and selfie backdrops adorn the walls from floor to ceiling, and a giant doughnut rope swing hangs in front of a sprinkle-wall, ready for those completely candid, gazing-into-middle-distance snaps.
The centrepiece is "a vast Doughnut Time swimming pool fitted with a diving board and a sea of neon-lit balls" — otherwise known as a ball pit, albeit a glowy one.
Here's more of an idea of what to expect at Doughnut Time World:
#DoughnutTimeWorld is officially OPEN 🎊 Shout out to all our #1 fans who came and partied with us today! 🎈Our very own doughnut #fantasyland is LIVE London! 🇬🇧 Our doors are #open, our #doughnuts are fresh and our ball-pit is brimming • HOLBURN • 7 DAYS pic.twitter.com/SX5Kr1gyZu— Doughnut Time UK (@doughnuttime_uk) September 26, 2019
And if you're just in it for the doughnuts? That's OK too. Doughnut Time's usual menu of punnily-named treats is available to buy from the counter. Just don't eat too many before you tackle that rope swing, eh?
Doughnut Time World, 306 High Holborn, WC1V 7JY. Open seven days a week, entry free.