
I really wanted to love the Icecreamists, the self-proclaimed agents of cool bringing ice cream, rock and gratuitous nudity to the masses from Selfridges until the 1st November. On two occasions I lured friends there with the promise of ice cream-themed excitement. Unfortunately on both occasions the experience was a bit of a let down.
For the record the ice cream itself is very good and so surely anything more is just an added extra; the literal cherry on top of the knickerbockerglory. The Icecreamists certainly have added many cherries by marketing the venue as not just an ice cream parlour but also a pop-up, a music venue, plus there are allusions to fashion pretensions on the website. There is a fun punk theme and on the first night I was there a lady stood awkwardly next to an ice cream van clad in nothing but leather underwear and an American style police hat looking as if she had just stepped off the set of a George Michael video. I know some people love a token nude female, a few of the back-packed tourists who had somehow wandered down to this den of iniquity looked thrilled, I however find it really boring and about as modern as a Miss World contest.

Rose ice cream
I first visited on the opening night. I had requested tickets on facebook and, through a combination of the fevered message of congratulations I had received on ‘winning’ and my own excitement, I really thought we were in for a treat. Instead we stood in a queue for a while with a bunch of people who seemed as confused as we were. I won’t go into the ins and outs of where it went wrong but basically our names were never taken and a boy of about 15, skinny jeans worn so tight I feared for his fertility, led us nonchalantly to a large communal table. The boy seemed to have as little idea of what was going on as we did and at one point asked us where some other customers had gone. He thought they had left without paying but I explained to him that he had never actually taken their order and after about 15 minutes waiting they had left.
On this evening the alcoholic ice cream cocktails were off the menu as they were still in development so we settled for a rose flavoured ice cream which was an eye watering £5 a scoop. The £5 gets you a generous scoop in a plastic cup. No cream, no biscuit, no plate, not even real cutlery like you get at the Wimpy. With prices as high as they are you need never forget you are in the basement of Selfridges. The music was good but loud which is weird outside of a club.

Absinthe in a drip - if they had actualy injected it into my vein that would have been fun.
The following day I saw that the organisers had apologised on facebook for some of the teething issues and so I decided to email them about it. As a result I was offered another opportunity to visit and try two ice cream cocktails on the house. So last week, with a spring in my step and a new-found faith in the power of complaining, I descended into the depths of my third favourite department store. This time the place was dead. There was no band and the staff outnumbered customers. Clearly Tuesday is not the night when the cool kids go for ice cream.
The staff were very helpful and pleasant. We were treated to the Sex Pistol cocktail and something which I think was called the Molatoffee cocktail, £19.99 and £16.99 respectively. I know, my hands are sweating too. These are probably the most expensive cocktails I have ever ordered, and I can only thank the very generous organisers for offering us these. If I were to spend £20 on a cocktail in real life there would be some pretty hefty stipulations including, but not limited to, a crystal glass; inclusion of all the major spirits; some sort of gold leaf flotsam; a side order of nibbles; a very comfy chair and a breath-taking view. So naturally the ice cream cocktails were a little disappointing.
The sex pistol cocktail was two scoops of delicious ‘viagra’ ice cream in a martini glass with a shard of James Martin–style melted sugar on top. The waitress dragged along a medical drip with two bags filled with absinthe attached. She then decanted a shots worth of absinthe from the drip to a glass. This we were instructed to pour over the ice cream. Likewise the Molotoffee ice cream was served in a martini glass with a shot of brandy on the side. The Sex Pistol cocktail was nice enough although we couldn’t help but feel we’d just ruined a £20 portion of ice cream by covering it in medicinal booze. As to the claims that this cocktail was a natural Viagra, let’s just say no insatiable lust was apparent at any stage of the evening. The Molotoffee ice cream was a combination of incredibly sweet and incredibly alcoholic. I’m sorry to say it just didn’t work for me. Neither of these were right as a cocktail but I expect with prices like these they are rarely ordered.

The Sex Pistol cocktail.
I think there is a great idea here that, with lower prices, could be brilliantly marketed at teenagers who want to socialise somewhere that isn’t a cinema or a shopping centre. It can be tiring trying to look over 18 and a trendy ice cream parlour with live music could be a great solution. While the high prices and the basement location didn’t do it for me I think maybe I’m not the target audience, there are a lot of teenagers in Selfridges who wouldn’t blink an eye at a £5 scoop of ice cream.