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issue 49 - April/May 2019
CURVE magazine cover April/May 2019
Inspire  Project  


Instagram Trends Inspire Contemporary Design

Milk Train, a London based ice cream company that exudes an incredible, contemporary vibe, approached FormRoom to design and produce an immersive space that catered primarily to their diverse Instagram demographic. The company's Instagram followers helped propel the brand to online fame in 2018 and are vital to the company. FormRoom worked with the brand to strategize and evolve upon their four core pillars; Surreal, Timeless, British and Immersive.

FormRoom created a unique, dream like landscape for the Milk Train customer. A predominately monochromatic palette is utilized to echo the Art Deco movement, elements from which often decorate traditional train stations and platforms in London. The Covent Garden store was to provide the core brand design blueprint, from which all future sites will evolve. 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, allowing the brand interior to evolve as swiftly as Instagram trends do. The key focus was to create a space that was easily adaptable to all trends whilst not deviating from their dreamy ice cream products and the core brand identity. It was important too to consider the volume of customers the brand experiences due to their popularity, so a space which felt accommodating but limited excessive dwell time in favor of a faster customer experience was required.

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