It’s 40 degrees in the shade tomorrow… what you need is a scoop of Baked Beans ice cream to cool you down.
Not enticed? How about a scoop of Salad Cream sorbet or a Kikkoman soy sauce or Heinz Tomato Ketchup cone? These are just a few of the bizarre ice cream flavour’s on offer at the latest Anya Hindmarch’s Village pop-up — a gelato shop.
The latest concept store in her “village” on Pont Street in Belgravia, The Ice Cream Project is an icy tribute to all Anya’s favourite cult food brands.
Sleek silver freezers line the walls, stacked with ice cream pots printed with household names more typically found in the pantry than the freezer — from HP Sauce and Lea and Perrins, to PG Tips and Mayonnaise. There are some slightly more approachable sounding sweet flavours on offer too: Bird’s custard, Coco Pops, Frosties and Golden Syrup.
“Making ‘everyday things in an extraordinary way’ has always been a passion of mine and is the reason why I love to play with iconic brands,” said Hindmarch. “The Ice-cream Project sets out to challenge perceptions, working with most sophisticated ingredients and recipes in an artful way.”
The ice cream is all made in small batches in Devon and is available by the scoop (£3.50) or in 500ml tubs (£10) to take away. Anyone feeling adventurous can mix and match scoops to their hearts content – Ketchup and Coco Pops anyone?
A selection of the Anya Brands accessories collection — think sequinned Baked Beans bags and Polo clutches — which inspired the idea will also be available in store.
