Even though the onset of winter is more about log fires and thermal undies than the gorgeous, brain-flippingly sweet sensation of biting into an ice cream, London’s V&A museum is paying homage to this humble frozen delicacy.
I Scream Factory is a multi-sensory MA project first launched at Central St Martins by creative director Alexandra Plesner who comes from a family where ice cream has been their business for five generations. Alexandra was keen to explore our relationship with this quintessential here-one-minute-gone-the-next treat, by “delving into the metaphoric possibilities of the product.”
Working a multinational roster of really energising, young creative talent, she has brought together several very different but equally engaging takes on these ideas.
We were particularly enamoured with Takeshi Suga’s photographs, where his trademark delicacy with light and colour mirrors the foodstuff at the centre of his creations. He said: “I use ice cream as a sweet and sentimental vehicle for stirring up nostalgia and our longing for childhood, and what makes my images unique is that there’s a strong Japanese aesthetic to them, both visually and narratively.”
And it’s no great surprise that both Melanie Galea and Sara Mautone from Italy – a country with a longterm love affair with ice cream – both produced excellent responses too, but truth be told there’s a lot to enjoy across the projects which also come from Ting Cheng," Maxim Emelyanov, Katya Sinkovskaja, Lena Vazhenina and Nadia Sarwar.
The work goes on display at the V&A for one night only on November 16 as part of the Creative Direction in the Digital Age showcase.
- Anatoly Grashchenko's randomly generated posters for a Moscow theatre
- Japanese illustrator Nimura Daisuke is back with his charmingly naughty gifs
- Bobby Doherty’s vivid and humorous still-life photography
- Dezeen founder and editor-in-chief Marcus Fairs talks us through his bookshelf
- Jonathan Barnbrook talks us through designing David Bowie's new album artwork
- A magazine that tells stories of life, from everywhere and anywhere
- Should illustrators be treated like designers?
- Why “cool” stunts creativity: one agency offers its opinion
- Fresh, vibrant poster work from South Korean designer Soojin Lee
- Grey London's thoughtful, powerful and innovative new campaign for Tate Britain
- Colourful masses with a Memphis aesthetic in Mariano Pascual’s illustrated alphabet
- Introducing French design studio plus mûrs and its beautiful poster designs