Drooling over a creamy treat under a neon sign in Soho sounds a little sketchy. But if the treat in question is from shoe-designer-turned-cake-purveyor Patrick Cox’s new shop on Brewer Street, it’s (sort of) innocent.

Cox Cookies & Cake opens tomorrow, and Cox and partner French patissier Eric Lanlard (Cake Boy) have given baked goods a much-needed makeover. Instead of pastel icing and sprinkles, cupcakes are topped with Salvador Dalí-style lips, pop art images, and skulls and crossbones. Cheeky surprises coming soon include the ‘munchies box’, with Rizla paper, and our favourite, the ‘beef cake’, decorated with a bulging bicep.

The black marble floors, sequin walls and splashes of pink neon blend seamlessly into the area (there’s a sex shop next door). There are touches of high culture (Tracey Emin designed the ‘I Keep Haunting You’ sign behind the counter) and good-looking staff in studded black leather aprons (also for sale) who will deliver locally on roller skates. Space is tight, but perch at the window bar or loiter on the street. Just try not to attract any unwanted business.

Cox Cookies & Cakes, 13 Brewer Street, W1F 0RH (020 7434 0242 or coxcookiesandcake.com).

Photo: Courtesy of Cox Cookies & Cake