Welcome to the 77th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we take a look at BBC Ice Cream’s otherworldly Hong Kong location, exploring the flavours and celestial spaces within.
Billionaire Boys Club Ice Cream has played a massively influential role in the evolution of streetwear since 2003. Co-founded by creatives Nigo and Phrarrell Williams, the namesake has amassed a diehard following for their youthful and highly notable astro-centric designs. Together they've opened shops in New York, London, and Hong Kong, garnering worldwide attention for their futuristic aesthetic.
While each location is famed in its own regard, today we’ll be focusing on the 3 story Hong Kong storefront. Enlisting Japanese design firm Wonderwall to conceptualise the interior, a seemingly dream-like ice cream parlour is brought to life through supersized treats and custom kicks. But before we jump into specifics, let’s step outside.
Prior to entry, guests are greeted with a massive cartoon rocket ship placed atop the store’s vibrant purple face. Below, a glass door morphs into a crescent shape, just barely bringing the mock menu into view from outside. After making it past the frequently staggering line-up, we’re met with a vintage chequered floor and metallic detailing, among shelled display cases, mirrors, and tons of sneakers.
Replacing ice cream with exclusive shoes, each pair sits inside the traditional serving counter, on display for all to see. Biscuit benches are vicariously placed throughout, while a set of stairs separates the room. Travelling upwards, we’re then brought to the second level of the store which continues the previous theme, but one more and it appears we’ve entered outer space.
The third and final floor is painted black to emulate the cosmos, the ceiling speckled with various colours and lined with speakers. Here many display cases reside, one withholding a wave from the friendly life size astronaut. The storefront closed in 2010, but was later reimagined in New York City.
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