Trend Track: Ice Cream indulgence

Dolce by Ferrero Rocher 1

Dessert cafes and pop ups featuring new takes on classic items have never been more popular, as consumers seek personalised taste experiences and over the top Instagramable aesthetics.

Italian chocolatier, Ferrero Rocher is opening the first ever pop-up dessert destination of its kind in London on 1st December 2016 for 10 days only.

Dolce by Ferrero Rocher is a multi-layered dining experience featuring the classic after-dinner chocolate. Guests will enjoy a tasting plate of five mini hand-crafted desserts, curated by chef Paul Hannagen – owner, director and head chef at Cuisson, the luxury gastronomy company.


Ice cream is at the forefront of the trend for sweet treats with Big Gay Ice Cream – one of the earliest pioneers of this new movement – progressing from a humble food truck to several shops and a book.


The Big Gay Ice Cream truck debuted in June 2009 and has since become a firm US favourite, with long queues at their Greenwich Village and Philadelphia shops.  The ice cream has playful attitude and a new take on old-school soft-serve by creating fun and unique ice creams, toppings, and frozen treats.


Big Gay Ice Cream

The temporary Museum of Ice Cream in New York was a sold out, lick-able, likable, shareable ice cream-centric experience. Interactive highlights included a swimmable rainbow sprinkle pool, edible balloons, an immersive chocolate room and a collaborative massive ice cream sundae.

The location for the 2017 Museum is yet to be announced.

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The Museum of Ice Cream

Also in New York for a limited time over the summer, Magnum create a personalised ice cream bar. Customers were encouraged to create their own Dream Magnum, take a photo and share it on Instagram using the hashtag #DreamMagnum, for their chance to appear in Magnum’s collection of indulgent ice cream creations.

The ice cream bar will pop up in a new location in 2017.


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Soft Serve Society is a dessert bar at Box park in Shoreditch, specialising in creating unique premium soft serve ice cream flavours in Instagramable combinations.


Soft Serve Society


UK Baker Sammie Le’s pop-up shop Yolkin has 28,500 followers on Instagram. Her pretty macaron ice sandwiches come in an ever-changing kaleidoscope of flavours, often with a southeast Asian vibe.


Check out Bloomberg’s guide to the best new ice cream parlours in the US.

USP: Create unique experiences and Instagramable opportunities around ice cream – the ‘must have’ sweet treat for S/S18.