Emerging art collective I Scream Factory will soon be taking over Habitat’s Platform gallery, transforming it into an artfully crafted ice cream wonderland. 

Working across a range of disciplines, from photography to fine art, the collective have taken ice cream as a perhaps unlikely – but surprisingly apt – metaphor for life. A melting treat, ice cream captures its fragile and fleeting nature, whilst articulating that life is also a delight to be savoured. 

I Scream Factory at Habitat Platform: Sara Mautone and Jonathan Tegelaars

I Scream Factory at Habitat Platform: Sara Mautone and Jonathan Tegelaars

Led by Alexandra Plesner, the collective’s fifth exhibition sees each artist offer up their own take on the overarching metaphor. The resulting interpretations are in turns dream-like, playful and dark.

Housed in Habitat’s King’s Road store, the Platform gallery is a fitting location for the collective’s latest show. Using the space as a way to share thought-provoking and forward-thinking art and design with their customers, it speaks to the brand’s broader commitment to championing creativity.

I Scream Factory at Habitat Platform: Sara Mautone

I Scream Factory at Habitat Platform: Sara Mautone and Jonathan Tegelaars

For the duration of the exhibition, Ice Kitchen will also be tempting visitors with their gourmet artisanal ice lollies in a pop-up ice cream parlour.

It's a refreshing move from Habitat, that speaks to a broader trend that has seen brands reimagining their retail spaces to launch ever more innovative in-store initiatives, often in collaboration with reputable or rising names in the worlds of architecture, art and design.
 

I Scream Factory at Habitat Platform: Takeshi Suga

I Scream Factory at Habitat Platform: Takeshi Suga

Camper recently partnered with renowned architect Diébédo Francis Kéré to create a pop-up store that celebrated the brand's continuing commitment to design, while COS gave experimental art and architecture practice Snarkitecture free reign to craft an ethereal in-store installation earlier this year.

The exhibition runs from 20th - 30th August at Platform Gallery, Habitat King’s Road, SW3 5XP.

I Scream Factory at Habitat Platform: Ting Cheng

I Scream Factory at Habitat Platform: Ting Cheng

I Scream Factory at Habitat Platform: John Gribben

I Scream Factory at Habitat Platform: John Gribben

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