Posh Ices

I know that ice cream trolleys are the harbingers of summer but as I walked down Sloane Avenue (on my way home, can't afford to shop there), I passed by Hermes, which had an ice cream trolley decorated with ties outside. I can't imagine it was just some random man selling ice creams as Hermes doesn't seem the type to allow that without careful vetting! Then, a bit further down, at the Anya Hindmarch store, they had a pop up ice cream parlour!

What is going on? Sweets for the children of the posh customers? A gimmick to get people in the stores? A marketing scheme for the luxury brands?

Most importantly, does anyone have any clue if the ice creams are any good?