On a pristine street in London’s Chelsea lives The Village, a collection of six Anya Hindmarch stores that create a “destination for brand experiences, collaborations and collections”. When it launched in 2021, it was a relatively bold move by the brand as retail was still feeling the effects of the pandemic.

“The Village is a place where we pour all our creative energy and collaborate on the subjects that interest us,” founder Anya Hindmarch tells CR. “We have partnered with brands, most recently the Women’s Institute and Ordnance Survey, and we welcome Father Christmas to take up residence annually at Anya’s Grotto. It is about creating shared, ‘miss them or they are gone’ experiences.”

One such experience that’s taking place right now is The Ice Cream Project. Back for its third year, it’s the brand’s summer concept store which sees classic food names and cupboard staples transformed into tubs and scoops of ice cream for the masses. In the shop there’s no neapolitan or mint choc chip, instead think Robinsons fruit squash, Heinz baked beans, Sun Pat peanut butter and Sarson’s vinegar.