Phew! It’s been a sub-zero white-knuckle ride these last few days. A miracle
then that anything is being produced from a kitchen that didn’t exist a few
days ago let alone pearly mouthfuls of white alchemy. So far the verdict on
our ice cream has been ‘historic’, ‘ice cream you imagine in your dreams’
etc.
The general reaction is ‘wow’ and a sensory overload, or as my kids put it
on Saturday whilst in the ice cream van, ‘dad, it’s like sitting inside your
head’.
Jimi Love and The Icecreamists have also been very well received and are
deserving of the plaudits showered on them especially on the new material
specially written for this project.
However, there have been glitches. Service needs sharpening and we are
working on this as I write. Our opening night should have been better
explained and we have a few nights coming up where we are closed to the
public but we are publicising these where possible so no one is
disappointed.
For those who want to help we desperately need funky, durable amazing
glass/plastic ware – can any of our fans out there help please? Free ice
cream for any successful contributors! Whatever your suggestion we need
something we can get in London.
Skulls, funky plastic, bottles, whatever – all thoughts gratefully absorbed.
Also do you think we should launch a tub range through Waitrose – just a
thought but one of their people has been in today.
We still have lots to do. Our concept needs to evolve and we need to keep
working up new ice creams – this week Calabrian liquorice has been a popular
flavour as has our Molotoffee Cocktail.
We even tried a new concept today – a savoury three course ice cream – more
about this later in the week.
Finally we will have lots more events going on including a special act for
this Friday night. Don’t say we are over doing it – remember we are only
around until November 1st so want to max out our time in Selfridges and
spread a little of the milk of human kindness around our dark, dystopian
world because we’re not just offering people ice cream, we are in the
business of making people smile.
God save the cream!

Matt O’Connor
Founder, The Icecreamists