In the age of Instagram also – or above all – the eye wants its part. For this reason, the owners of the Milk Train, the chain of British ice cream parlors, decided to contact the FormRoom design studio to create the new store in Covent Garden.
For this new shop, the designers opted for a style reminiscent of the old Art Deco style stations that accompany the customer on a journey through the flavors and colors of the magnificent ice creams that made Milk Train famous.
Every detail has been designed to offer an immersive experience. For the interiors, it has been chosen a palette that presents white as the predominant color, while for the finishes and details we find black. As far as the furniture is concerned, we can see seats similar to station benches, globe lamps and, last but not least, the reproduction of a cloud, lacking even more profoundly the connection with the steam that escaped from the old locomotives.
“The popular icecream holds such a sense of playful surrealism, and FormRoom wanted to carry over that magic to the store environment.” – Emily Foenander, FormRoom Project Manager
The lettering is also reminiscent of that of the subway, with the glossy black tiles that form the words. The only touch of modernity is given by some neon lights, perfect to end up in our gallery of Instagram.
We’re not even going to say it, if you pass by Convent Garden make a jump, it will be worth it!