Drum roll please!!! Its BIG BIG news! Belowzero Ice Bar London asked us to design and build the brand new theme for their ice bar!
The new theme for the bar (which gets updated each year) will be familiar to everyone, yet has a modern, stylish and playful twist on reality. It’s been aptly named ‘LondonLand’ and has already been referred to by visitors as ‘beautiful’, ‘topical’ and feeling ‘British’.
We are incredibly proud to be working with Belowzero Ice Bar on such an exciting and unique project for a much-loved and popular central London venue.
Belowzero Ice bar is based in Heddon St just off Regent Street and attracts 200,000 visitors a year. So we had to make sure that whatever we created was something really impressive to grab people’s attention – as well as something everyone could really enjoy and feel part of.
We significantly increased our studio and production space to accommodate the additional freezers required to store the new ice sculptures for the ice bar – two 40ft freezers to be precise! It’s been a very busy few months organising everything. We completed the build at the end of May (after sculpting, chipping and carving a staggering 30 tonnes of ice!) following a very intense week, first demolishing the existing bar and then installing the new ice bar theme.
It’s the first time a British company has been chosen to design and build the UK’s iconic and one and only permanent ice bar, and also the first time that colour has been used within the ice itself – with dramatic effect.
It was a career defining moment when we got the call to say we’d been given the go-ahead to proceed with our ice designs. It’s been truly inspiring to collectively design the vision for the overall look and feel of the bar alongside the creative team at Belowzero. We had ideas galore and that has meant we’ve achieved a very visually appealing, immersive and what we hope will be the most cherished and memorable design to date.
Matthieu Bourgogne, Operations Director at Belowzero Ice Bar said….
“From the outset, PSD showed immense passion and energy towards the creation of LondonLand our ice design, an energy that was infectious and undiminished throughout entirety of the project, which was truly refreshing.
“PSD’s skill and vision using ice as their canvass is truly unique, their use of colour and 3 dimensional effects within the ice is absolutely amazing and has really brought a new dimension to our Ice Bar. I’m already looking forward to working with PSD on the next design for next year’s theme!”