The Ice-cream shop

of your dreams

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Hello, design junkies!

Are you a full year Ice-cream fan? Because we definitely are, especially when it combines delicious ice-creams and unique interior design! We are very excited to show you the award-winning store MilkTrain designed by FormRoom.

To create this amazing store for MilkTrain , the design studio focused on the four values of the brand: Surreal, Timeless, British and Immersive.

Known as the ‘Instagrammable Shop’ MilkTrain, is located in the bustling streets of Covent Garden in London and started as a pop-up store.

FormRoom created an immersive store in a monochromatic blue palette inspired by the Art deco movement. The eye-catching cloud-like ceiling brings a surrealistic & dreamy spark to the interior.

Playing around the brand’s name and its British values, references to the iconic British underground appear in the interior with the lamps shape, the leather suitcases, the windows shape, the menu disposal and cautionary signs on the floor playing with ‘Mind the melt’ instead of “Mind the Gap”.

“The popular ice-cream holds such a sense of playful surrealism, and FormRoom wanted to carry over that magic to the store environment”. -FormRoom

“As this was their first permanent space, the design needed to be unique and interchangeable across all seasons; allowing the brand interior to evolve as swiftly as Instagram trends do." - Form Studio.

Matching the out-of-this-world vibe is MilkTrains speciality: The soft served candy-floss ice-creams with countless sprinkles! Next time in London, we know where to stop!

If you enjoyed this article, you should check out our article about Legacy Cafe.