An Icy Display

Beautiful Frozen Foods on Show

theNewIceAge is given a suitably cool launch at London’s Southbank Centre.

To mark the occasion, a giant Ice Wall was erected outside the Royal Festival Hall, it contained fruit, vegetables, meat and seafood magnificently suspended in ice.

This artistic display showcased the freshness and high quality of frozen foods. At five meters wide and two meters high, the Ice Wall, unsurprisingly, proved to be a real crowd puller amongst the many day-trippers and office workers milling around along the Southbank.

Taking over three weeks to construct, the Ice Wall consisted of thirty individual blocks of ice.Each block takes a week to freeze and is made an inch at a time so that the frozen food items are placed inside half way through the process (see our videos below)

According to Brian Young, Director-General of the British Frozen Food Federation “The purpose of the Ice Wall was to strip away the packaging and showcase the freshness of this essential food item. It was frozen food ‘naked’ and on display for everyone to see. This exhibit proved that frozen is one of the freshest and most natural forms of food you can buy."

TheNewIceAge Ice Wall was created by Ice Box, the UK’s leading ice sculpture, ice design and ice art specialist.

Check out our video and images below documenting the construction of theNewIceAge Ice Wall.

• the beauty of frozen food
  
• videos of how the wall of ice was made