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issue 52 - October/November 2019
CURVE magazine cover October/November 2019
Inspire  Project  


A London Dessert Parlor with Delectable Interior Design

Emerging dessert parlor, Dyce approached creative agency FormRoom to develop a dynamic and fantastical interior brand identity for their first permanent space in James St., Marylebone. Evolving upon the three brand pillars; Approachable, Unexpected and Immersive, FormRoom created a memorable aesthetic with a fusion of youthfulness and Salvador Dali inspired surrealism. The space illustrates a conceptual take on the dessert ingredients, including melting ice cream and bubble tea. A moment of childlike escapism balanced with a contemporary edge. Whilst the brief called for an Instagramable interior, we pushed to develop the concept even further, incorporating elements that invite playful interaction in movement to also appeal to video sharing platforms like Tik Tok or Snapchat, the studio said.

It was also important to consider how the store could feel approachable to all ages while catering to the different needs of social sharing demographics. Bubble tea inspired cocoon chairs appeal to Instagram driven millennials and amphitheatre style seating allows the space to feel welcoming to families. The design blueprint also limits excessive dwell time in favor of a faster customer journey and experience. The colour palette expands upon the on trend 'pink' with unexpected but complimentary color contrasts. The bold shapes, textures and pastel colored interior ignite customer curiosity while catering to the demand for shareable moments. Founder of Dyce, Zahra Khan, said, This is a place where people can escape the real word and enjoy and a moment of joy away from the everyday.

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