



It all starts with this line: ‘You just said [insert dream food] and my eyes went all blurry’. That’s all it takes for the office to collectively groan/sign/wail a little as knees buckle and pens to fall out of melty hand grip. It doesn’t take much, but garlicy pasta, sweet potato fries and ice-cream take the trophy in prompting the most creative noises and about eleven, maybe twelve minutes of temporary vision + hearing loss that does not help with general productivity. The news, therefore, that Häagen Dazs (SIGH) to officially supply ice-cream (AUuhhh) to Wimbledon, and create a limited-edition Strawberries & Cream Stick Bar (YAaaAS) possibly made the neighbours wonder what it is we do in this office, really.




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But noise tells everything, doesn’t it? And the lack thereof. Contrary to what I’d expected, Wimbledon is much less about the scores or the off-chance that you’ll spot Andy Murray scoffing down a banana in an information booth, or Federer adjusting his headband at the men’s (both of these need to be a Snapchat filter). The real joy is getting lost in the deafening silence between a forehand hit and a slice, or the split-second of hush before the board updates the scores. It’s the collective, gentle gasp, and a thunder of hoot-less clapping after a match-set that makes Wimbledon so addictive. Every single spectator leans in, decisively tracking the yellow ball as it tours the court with every hit, completely lost in the moment. Add a Häagen Dazs ice-cream* to this equation and you’ll need to lay down from mirth overdose at some point.
*If Wimbledon is not one of your summer plans, the limited-edition Strawberries & Cream Stick Bar is also available exclusively at Selfridges during the Championships fortnight (London Oxford Street, Manchester Trafford Park and Birmingham Bullring) – just make sure to go by the Wimbledon finals weekend.
Top – 3.1 Phillip Lim. Skirt – Cedric Charlier. Shoes – Stella McCartney. Watch – Rosefield.

In collaboration with Häagen Dazs

















































