THE STORY OF OUR COLLECTION
An Ice Cream State of Mind
Our collection strives to bring you a journey of those special moments when you are taken by surprise by a sensory stimulus - the act of eating an ice cream - that evokes an intense and emotional lost memory.
In 1913, the French writer, Marcel Proust, poignantly described in his book A La Recherche du Temps Perdu (In Search of Lost Time/ Remembrance of Things Past) the power of memory in which he recounted overpowering childhood memories he experienced unexpectedly while tasting a madeleine cookie.
Ever since then, any involuntary memory that evokes the past has been known as a “Proustian moment”. It is now well-known that food is an effective trigger of deeper memories of feelings and emotions, internal states of the mind and body.
With that in mind, we have taken a simple commonplace food - the humble ice cream - something that you eat when you are happy, sad, bored, or just because you felt like it - as the central idea of our collection.
Have you held onto the ice cream cone and let it drip in your hands because you can’t eat it fast enough? What about the shock of the frozen milk hitting your front teeth, the exquisite numbness at the back of the throat? Remember how quickly the taste, smell, texture changes from solid to liquid in the mouth? That lingering aftertaste, they are really all we have left at the end. As such the mercurial nature of ice cream, its inherent impermanence that is so transient, will melt away to nothingness whether you taste it or waste it.