Pantry Staples Reimagined on Pont Street
British designer Anya Hindmarch has reopened "The Ice Cream Project" in London’s Chelsea neighborhood, turning household cupboards into a frozen laboratory. Open until August 17, the seasonal pop-up on Pont Street features 15 distinct varieties, ranging from Kikkoman soy sauce to Euthymol toothpaste, according to reports from La Repubblica.
A Five-Year Tradition of Culinary Experimentation
Now in its fifth year, the shop serves as a conceptual extension of Hindmarch’s brand, which frequently explores the intersection of everyday objects and high-end design. It has become a magnet for a diverse demographic: local residents, curious tourists, and social media creators chasing the next viral culinary combination.
From Yorkshire Pudding to Antiseptic Toothpaste
The menu is split between traditional profiles and avant-garde creations. The most discussed items include an Aunt Bessie’s base featuring pieces of Yorkshire pudding, a Paxo stuffing flavor with notes of sage and onion, and a salt-forward Kikkoman soy sauce ice cream. The Euthymol option draws its profile from the antiseptic toothpaste, utilizing eucalyptus and thyme.
Conventional Options Amid the Avant-Garde
For those less inclined toward savory experiments, the shop offers milder alternatives. These include an orange sorbet based on Capri-Sun, a vanilla flavor featuring Walker’s Shortbread, and a coffee blend created in partnership with Illy that uses Devonshire cream.
Premium Pricing for Viral Retail
The project operates as a temporary installation, with a single scoop retailing for £4.50. Those looking to bring the experience home can purchase 500ml takeaway containers for £16.00. By transforming recognizable grocery labels into premium frozen desserts, the initiative highlights a growing trend of conceptual food retail in London, where brands leverage nostalgia to drive engagement and social media buzz.
Related reading