The Icecreamists grabbed the headlines with their titillating offer of Breast Milk ice cream in March; now their gimmicks have drawn enough ‘dirty suckers’, as they label their customers, to open a second branch in Covent Garden Market. It’s just as brash: (old) New Wave music blares out, the interior’s as black as a sex shop window, staff wear fetish-like military caps. In the cocktial lounge hangs a picture of Adolf Hitler – with hundreds-and-thousands for a moustache – captioned ‘The Great Licklator’. Ice cream names and flavours are equally bold: the Cold Sweat sundae leaves tastebuds quaking with its chilli, ginger and lemongrass; the Glastonberry features frozen raspberries; and Sex, Drugs & Choc ‘n’ Roll is a veritable chocolate adventure. Although The Icecreamists refuse to be taken seriously, they make serious ice cream.
For info, see The Icecreamists listing.