Brief:

FormRoom partnered with ice-cream brand, Milk Train to design an immersive space that catered primarily to their diverse Instagram demographic who have propelled them to instant online fame in 2018. FormRoom worked with the brand to strategize and evolve upon their four core pillars; Surreal, Timeless, British and Immersive.

By catering the space to meet the demand of their social footprint, Milk Train’s biggest challenge was finding the balance between timeless and immersive. As this was their first permanent space, the design needed to be unique and interchangeable across all seasons; allowed the brand interior to evolve as swiftly as Instagram trends do.

Design:

FormRoom created a unique, dream-like landscape for the Milk Train customer. A predominately monochromatic palette is utilized to echo the Art Deco movement popularized amongst traditional train stations and platform iconography.

Grand arch detailing with globe lighting feature throughout the space to invoke timeless British train design whilst also providing a more playful interior.

Train station visual cues continue throughout the space using mosaic tiling and wayfinding, including a play on the iconic British underground messaging with “Mind the Melt” embedded into the floor. The brand’s signage and ordering system mimic timeless shutter board platform design.

A dramatic ceiling feature provides a conceptual take on the train’s ‘steam’ and is designed to be easily adaptable for future artistic installations.

The exterior of the store utilises beaded opaque glass to imitate the steaming of a train window, whilst the black metal detailing lends another subtle nod to the brand’s immersive train experience.