Imagine walking into a movie theater and the excitement that might ensue from someone handing you a free ice-cream cone. Now imagine if that ice-cream cone was more interesting than your favorite flavor of Ben & Jerry’s and Haagen Dazs combined.
This childhood dream was real for unsuspecting moviegoers at the End of the World film premiere at London’s Leicester Square. London-based food design team Bompas & Parr lit up the theater with a ‘glow-in-the-dark’ Cornetto, a luminescent ice cream cone that beams florescent yellow.
The unique sweet treat includes the typical elements of the brand, a waffle cone and chocolate lid, but with an additional glowing, edible filling. Each lick radiates florescent beams of light from the tongue.
Riboflavin, also known as Vitamin B, is the main ingredient of the ice-cream, which brightens under certain light wavelengths. In order to create the unique sensory experience, UV light shone throughout the cinema allowed the ice-cream to glow.
The ‘glow-in-the-dark’ cone allows consumers to see their food in darkness without disrupting the film experience of other people.
The creative duo are known for their impressive experimentations with food, utilizing flavor based concepts for architecture design and culinary research. Since 2007, they’ve imagined novel ways to have dining in our Instagram feeds, and now a way to enjoy eating in the dark altogether.