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Although the black and electric-pink decor, thumping music and neon signage is more sex shop than ice-cream parlour, the Icecreamists isn't all garish style over substance. The gimmick-laden gelatos are actually pretty good.
Towering extremely high on a cone, our gigantic scoop of 'Sex, Drugs & Choc 'n' Roll' was laced with sea salt, giving the creamy milk chocolate a superb lift. White-chocolate 'Priscilla Queen of Desserts' came with a malty hit of Horlicks and a naughty kick of Baileys.
There's even more razzle-dazzle in the sundaes. The 'Molotoffee Cocktail', for example, brings together dulce de leche, apple juice and banana syrup, and the concoction is then blowtorched at your table.
The spectacle is perhaps better experienced at the roomy Covent Garden Piazza branch, where tables spill out on to the cobbled courtyard; the original Maiden Lane shop is much smaller and a little less brash.
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What is 'following'?020 8616 0721
Open noon-10.30pm daily
Credit cards MC, V
Facilities
Tables outdoors ( 16, market ), Babies and children admitted, Takeaway service, Vegan dishes
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