In 1998 we published cream, which initiated our 10x10 formula: Phaidon asked 10 curators to select 10 emerging artists. Among the 100 chosen many are now established artists, including Maurizio Cattalan, Tacita Dean, Olafur Eliasson and Thomas Hirschhorn, positioning the Cream series at the pinnacle of contemporary art surveys.  Ice Cream reveals the next generation of emerging artists as selected by a fresh group of curators--  Sergio Edelsztein, Jens Hoffmann, Lisette Lagnado, Midori Matsui, Shamim Momin, Pi Li, Gloria Sutton, Olesya Turkina, Philippe Vergne, and The Wrong Gallery .

Jens Hoffmann is a curator and writer based in San Francisco where he is Director of the CCA Wattis Institute for Contemporary Arts. Midori Matsui is an art critic and scholar who has written extensively on Japanese and Western art and culture for a wide variety of periodicals and catalogues. Philippe Vergne is the Chief Curator and Deputy Director at the Walker Art Center Minneapolis. Sergio Edelsztein founded The Center for Contemporary Art, Tel Aviv in 1995, where he has been the Director since 1997. Shamim M Momin is an Associate Curator at the Whitney Museum of American Art and Branch Director and Curator of the Whitney Museum of American Art at Altria, New York. Pi Li is a lecturer at the Central Academy of Fine Arts and Curator at The Loft New Media Art Space, Beijing. Lisette Lagnado was the Chief Curator of the 27th São Paulo Biennial (2006) and, since 2001, she has been editor of the online journal, Trópico . Gloria Sutton is a former Helena Rubinstein Fellow in Critical Studies at the Whitney Museum of American Art Independent Study Program, New York and is currently working with the Kunsthalle, Zurich. The Wrong Gallery, set up by the artist Maurizio Cattelan, and the curators Massimiliano Gioni and Ali Subotnick, was a tiny, not-for-profit, half-metre-square exhibition space located in a shallow doorway in Chelsea, New Yorks gallery district. Evicted in July 2005, the gallery space is currently housed at London's Tate Modern. The Wrong Gallery has organised over 30 exhibitions with artists such as Lawrence Weiner, Elizabeth Peyton and Paul McCarthy. Under The Wrong Gallery's name, Catellan, Subotnick and Gioni have also curated such major international projects as the 4th Berlin Biennial (2006). Olesya Turkina is a critic, curator and Senior Research Fellow in the Department of Contemporary Art at the State Russian Museum, St Petersburg.