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Häagen-Dazs is launching a ‘multi-sensory’ ice-cream pop-up in London

Written by
Laura Richards

We may be set for an unseasonably cold snap on the weather front this week, but here’s something even cooler: a Häagen-Dazs ice-cream pop-up built for Instagram. The ice-cream pros are teaming up with Bompas & Parr to make your frozen dairy fix a ‘multi-sensory’ one at a one-day pop-up coming to Soho in May.

My Extraordinary Life pop-up (yeah, we’ve no idea how it got that name, either) will be inspired by Häagen-Dazs’s range of chilly treats. Guests will be led through a series of interactive ice-cream rooms – including an ‘infra-red ice-cream zone’ (yep, no clue) and an ‘ice-capade’ station (lost for words now) – as they are encouraged to eat and snap their way along, with the aim of being crowned the greatest ice-cream photographer.

The Instagram-snapper deemed the best on the day will be rewarded by having a 3D scan of their face made into an ice-cream lolly (now that’s something we totally understand).   

We’re more interested in ‘sprinkle mountain’, though, a toppings station where you can pimp your tub of ice cream with bonkers sprinkles and garnishes. And get your nails tattooed on the side. Sure.   

My Extraordinary Life is at Noho Studios, 46 Great Titchfield Street, W1W 7QA, on Fri May 19, 2.30-8.30pm. There will be seven sessions open to the public throughout the day, with tickets costing £10 per person and bookable in advance at    

Like your ice cream weird? Check out London’s most weird and wonderful flavours.

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