You can’t make a place look and feel this stark and cold when the majority of the year feels that way outside. You can sell ice cream in winter, but you have to feel welcoming during cold months. Isn’t that obvious, Vonsung?

No-one wanted to sit on butt-numbing angled footstools or a narrow outward-facing sofa (where you couldn’t look at friends while chatting). It wasn’t “filled with bulbous black sofas” – there was one.

This was a limited space and it needed to welcome as many people as possible on days when you wouldn’t want to sit outside. So it’s all very well trying to have a “spatial concept” and considering the “related dichotomy between male and female; child and adult”, but what about the child and adult who actually walk in and want to sit down to have an ice cream?

“All faculties of perception and senses, particularly tactility, facilitate the customer experience.” Give me a break! Apart from the gelato, which was itself lovely, the most eye-catching thing in the shop was the mechanical Japanese cat moneybox for tips! I doubt the agency would have approved, since it had colour and they cleary didn’t believe in that.

“With the aim of creating a space that will age better with time”. Well, that didn’t happen. This wasn’t a gallery or a precinct – it was a small shop trying to run a business in tough times. I don’t think the agency helped that one bit.