I Scream Factory started in 2010 whilst I have been doing my Masters at Central Saint Martins in London.
With my family making ice cream since 1879, and with me searching for a medium that reflects the culture at large with new realms of creativity, I turned the camera on ice cream, with its already established traditions. A fusion of art and ice cream. A relationship observing between product characteristics and sensory responses.
The perception of taste is highly influenced by the senses of seeing, hearing, touching, and smelling. It is the most multi-sensory of all our senses and also largely depending on expectation and knowledge.
By exploring life through the metaphor of ice cream, the vision is to empower a creative way of life and put the focus back on the present moment.
Since the launch in 2010, I discovered and worked with over 35 photographers and artists from all over the world, to give them a platform to showcase their work in context.
To date, I initiated, curated, art directed, and managed six exhibitions and events in London, in collaboration with generous creative partners such as Kobalt Music, Habitat, and the Victoria & Albert Museum.
Inspired by a segment of Jim Jarmusch’s Down By Law (1986) in which Bob Benigni, an Italian cellmate, quotes from his “book of English” — “I scream, you scream, we all scream for ice-cream”. This line becomes a maniacal recitation.
Ice Cream, a fast-melting delicacy, seems to embody various dimensions of life itself. Delicate yet cold, and of ephemeral pleasure, and those who eat it, know it.
I Scream Factory has been recognized by Wallpaper*, iD Magazine, Design Week, Art Wednesday, Esquire Middle East, Refinery29, Rooms Magazine, 1883, and more.