Frozen Assets - PSD Ice Art

PSD Ice Art was set up in 2005 by Percy Salazar Diaz, a self-taught and highly sought after ice artist who started his career in ice when he was a chef at the London Savoy hotel, and since then the company has built a strong reputation as being one of the best in their field. ‘Percy used to work for another well-known ice company based in London, but he decided that he wanted to set up his own company,’ explains Director Nicky Salazar.
 

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Until July 2014 we were sole suppliers to Eskimo Ice, but we decided that we wanted to come out of the shadows and establish our own brand as well as expand the new business.’ After careful negotiations with Eskimo Ice an agreement was finally reached and the company took over the sculpture department completely, leaving Eskimo Ice to continue their focus on ice production. ‘We have a good reputation in the industry, but unfortunately not under our own name, so our goal is to get the PSD Ice Art name out there to let people know who we really are, and to grow the business so that we have a more consistent income stream.’ At the moment, she explains, the work is quite seasonal. ‘Christmas and New Year are the busiest time, followed by the start of the social season in April and summer parties, especially when the weather is good as it has been this year.’

Creative process

The creative process is at the heart of our business. Without it we wouldn’t be where we are today.

Working alongside Percy, PSD Ice Art has a team of experienced sculptors who all come from artistic backgrounds and have worked on food carving before moving onto ice. The team use a range of different types of tools for their trade including chainsaws and Japanese saws and chisels, which
are the best available and are very expensive. The team are all extremely creative and can turn almost any idea into something magical using their skills and vision.

The creative process is at the heart of our business. Without it we wouldn’t be where we are today. Whether it is customer-driven or new ideas of our own the journey is always the same,’ explains Percy. ‘First we take an idea and play around with it for a while until we come up with a solution that fits the occasion exactly. It may not always be obvious and could include several alternatives to a theme. Then it is passed to the client or team for initial feedback. It’s at this stage that any final adjustments are made before moving onto the carving stage.

From here onwards it’s down to the artistic skills and interpretation of our highly skilled ice artists. With the combined use of Japanese chisels, chainsaws and computer aided CNC machinery the magic starts to unfold. Depending on the size of the project this may take just a few hours or several days, but each project is given the same attention to detail from start to finish.

Nothing phases Percy and his team and they have created everything from posh ice cubes, company logos, ice sculptures for magazine photoshoots and even a full-size car that they positioned on a busy street in London. The company has proudly worked on a wide range of high profile projects including working at Buckingham Palace, building an igloo at the top of The Shard, creating two complete ice bars and lounges on the Norwegian Cruise Line ships, and working with some of the most prestigious brand names in the world such as Bentley, Lamborghini, Hitachi, Samsung, HSBC and the This Morning show on ITV. 


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Recognised craft

We are very honoured to be accepted as members of The Guild of Master Craftsmen, as we believe it adds credibility to our trade. As far as I am aware we are the only ice sculptors to hold this certificate, which is a wonderful accolade,

As fairly new members to The Guild of Master Craftsmen, PSD Ice Art is incredibly grateful to have its skills and expertise acknowledged, as ice sculpting is a fairly unique and unusual craft. ‘We are very honoured to be accepted as members of The Guild of Master Craftsmen, as we believe it adds credibility to our trade. As far as I am aware we are the only ice sculptors to hold this certificate, which is a wonderful accolade,’ explains Nicky.

One of the key benefits of being a member of the Guild is being able to network with other members to find services and products that are useful for your business and PSD Ice Art are keen to make use of these networking opportunities. ‘We have already called a few members to get quotes for freezer vans and it is good to know that there are resources there if and when we need them,’ says Nicky.

With the help and support of the Guild and its skill and expertise in the ice sculpting industry, PSD Ice Art is well on its way to becoming a recognised brand name, building on its reputation of quality and craftsmanship and growing the company into a successful and profitable business.


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PSD Ice Art - Contact

Unit 17A Hobbs Industrial Estate,
Newchapel,
Nr Lingfield
Surrey
RH7 6HN

01342 835348
www.psdiceart.co.uk