Selfridges’ flagship store will be launching a spectacular new venture in September, thanks to the sweet treats offered by subversive new ice cream brand The Icecreamists.

The Selfridges’ Ultralounge has been the purveyor of many types of finery since its launch in 2006, and this edible new dessert service will be mixing up a range of delectable yet guilty pleasures, including boutique ice cream flavours, frozen yogurts and sorbettos, all freshly prepared daily by the masters of cool. The Icecreamists is the brainchild of entrepreneur Matt O’Connor, who is developing his business acumen through a variety of launches all based around his love for the frozen dessert, which he describes as the “world’s greatest socialising agent”.

So grab some friends and have a catch-up over a cryogenic ice cream cocktail made with liquid nitrogen, or perhaps the Selfridges Ice Cream Sandwich made with cream of cucumber. Or for the more racy customer, opt for The Sex Pistol, a shot of viagra ice cream in a pink water pistol…

At Selfridges’ Ultralounge from September 11 through November 1 2009

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