First of all, this isn’t the kind of ice cream that you eat! Ice Cream is a high fashion sneaker brand launched by Pharrell Williams (of the illustrious Neptunes,) along with Nigo of A Bathing Ape. Billionaire Boys Club is the street wear clothing collaboration between the two.
I walked past On Lan Street last night and saw the new BBC Ice Cream flagship store. It sort of snuck up on me in the middle of the block! The entire edifice of the building has been transformed into a rocket ship (one of the popular icons of the brand.) The sliding doors were working and the place was obviously undergoing some last minute tweaks before it opens on Saturday, September 15th.
This will be Billionaire Boys Club / Ice Cream’s second store, the other is located in Tokyo. My friend Sylvia ran into Pharrell last year while he was in town looking for potential locations. On Lan Street was a good choice. The small street has gone crazy recently with a Martin Margiela, Comme Des Garcons, Yasuhiro Mihara, a new Diesel shop, and a Visvim store just around the corner. The street was pioneered for high-end fashion by D-Mop and Deep Anger (currently located in Causeway Bay). The BBC / Ice Cream shop, should add a more youthful edge to On Lan Street.
Here are two more photos…[photopress:BBC_Ice_Cream_Hong_Kong.jpg,full,pp_image] [photopress:BBC_shop_HK_Door.jpg,full,pp_image]