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The Icecreamists
15 Maiden Lane
Covent Garden, WC2E 7NG
+44 (0) 759 521 9240

Closest station: Covent Garden

Opening times: 11.00am - 8.00pm, 7 days a week

No reservations required

Prices: starting from £7 for two scoops (sitting area)

Icecreamists for extremists

Walking through the fashionable Covent Garden-, my eyes land on The Icecreamists. The first time I saw it, I thought it was a cool accessory shop. But only when I ventured further, did I find out that this was London's only gothic-style ice cream parlour.

The walls of The Icecreamists are painted a harsh black, and everything is embellished with pink lights. The logo is made up with a skull and two bones.

A scary ice cream parlour? I didn't know what to think. A woman stood at the entrance of the shop, asking me if I would like to try a hot handmade donut. I was even more confused but couldn't refuse.

Matt O'Connor – ice cream evangelist, peerless publicity maker and the man who wants to do for frozen desserts "what the Sex Pistols did for music" created this brand. The first shop was Selfridges near Oxford Circus, before it moved to Covent Garden earlier this year.

The coolest icecream

The shop is essentially divided into two parts. One side is for take away, with a few tables and chairs put out for people who want to gape at the oddities of the shop, while waiting for their goodies. On the other side is for the sit-ins, a bit expensive due to the service fee, but definitely worth paying for.

The style and décor of the shop might be a little strange, but that's nothing compared to the names of their delicious ice creams, such as Sex Drug, The Firebomb, Apocalypse, Miss Whiplash and the controversial Baby Gaga (now is Baby Googoo). I thought many of the ice creams tasted a little too sweet but as a Chinese girl I'm not a huge fan of sugary coatings.

Unique madness

The Icecreamists describe themselves on their blog as a place where "We don't sell ice cream, we sell smiles. We don't sell cones and pots, we sell sin. We don't sell a lifestyle, we sell moments in time. Fleeting, fickle, melting."

Sitting in the shop, you instantly feel cool, whatever foul mood you may have been in before.

But the best part of my experience, giving me quite a few laughs as I lapped up my ice cream, was how the royal image was used as a promotion tool. Seeing the Queen holding a spoon in her mouth of pink ice cream made me smile, as did seeing Prince Harry happily swirling a donut on his finger.

Sitting inside The Icecreamists, I felt like royalty too.

Di Zou