We don't often venture along Jermyn St. although so much of central London is going through a period of deconstruction and subsequent reconstruction and everywhere it seems is impossible to get to and from. And all for an Olympics games, to which we are unable to obtain tickets. Anyway, we really, really want to love this scheme here at New and Lingwood as the colours of the merchandise and the neon Ice Creams are great fun and almost edible. Unfortunately the dressing....and we are trying to be diplomatic here....leaves a lot to be desired. This is such a shame and we just want to climb into this space and give these guys a hand. Great merchandise + great potential fun +terrible presentation = No customers. Great merchandise + superb presentation = A wider range of customers. Simples, eh?