A fan of ice cream? Entrepreneur Matt O’Connor is opening a subversive new ice cream installation in Selfridge’s Ultralounge for a week this September.

Aptly named The Icecreamists, the installation will be the ultimate ice cream boutique, offering an array of vice creams and guilty pleasures including cryogenic cocktails, freshly made boutique ice cream, pure frozen yogurts and sorbettos, all freshly prepared every morning by a master mixologist.

Pop in for brekky, a boutique icy cream or for afternoon tea after a hard day’s shopping. Just  sit back, listen to one of the DJs who will be spinning tracks and catch a catwalk show.

Of the venture, O’Connor said, "If you thought you knew ice cream, think again. The Icecreamists want to liberate the world from ordinary ice cream with our range of exclusive freshly made boutique ice creams and cryogenic cocktails. Ice cream is the world’s greatest socialising agent but has suffered from a poverty of imagination. We hope to change this with the biggest revolution in ice cream since it was first invented."

"Ice cream is exquisite.  What a shame it isn’t illegal." Voltaire

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Opens to the public on 11 September to 1 November 2009