Last week, we told you about a brand-new immersive experience that was coming to Oxford Street.
Launched and hosted by acting store manager Michael Dapaah, and sponsored by Jägermeister, the ICECOLD Supermarket arrived in the capital on Thursday (October 13) and Friday (October 14) to give Londoners the chance to get their hands on a whole bunch of limited-edition products, including fashion and merch, that wasn’t available anywhere else—all of it stocked in their massive floor-to-ceiling freezers at a crisp -18 degrees celsius.
The ICECOLD Supermarket was open to the public—so long as they could find the person dressed in a penguin suit pointing the way—but that was just the beginning of the experience. On Thursday, buried within all the merch, was an Ice Cold Golden ticket, which gave them access to an even more exclusive event on the night of the 13th at The ICECOLD Supermarket checkout.
That lucky ticketholder was then invited to a secret club night with DJs, plenty of ice-cold Jägermeister, and a hidden room packed with famous faces, including DJs Majestic, Mollie Collins, Martin 2 Smoove, Andy Purnell and duo Beyond Chicago, all mixing it up alongside Love Island’s Billy Brown, Josh Le Grove and Wes Nelson—who even jumped on the mic for a few tunes.
So, after Thursday’s shopping was all done and the rest of the customers had filed out, staff opened the freezer doors to reveal the special VIP party that was kicking off away from prying eyes. Inside, Jägermeister freezers covered the walls, packed with limited edition ICECOLD Supermarket Original bottles kept at the perfect serving temperature of -18 degrees.
Anyone lucky enough to get their hands on one of the ICECOLD Supermarket Original bottles was also told to make sure to keep the bottle stored in the freezer to reveal a secret code that’s only visible after reaching the optional chilled temperature. That code offers the chance to win more than 1,500 prizes, such as e-shop vouchers, branded merchandise and a once-in-a-lifetime European Jägermeister festival experience for four.
