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FormRoom fashions Instagrammable interiors for Milk Train ice cream shop

Posted on 28 April, 2017 by Eleanor
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FormRoom fashions Instagrammable interiors for Milk Train ice cream shop

Cloud-like ceilings and neon signage are just some of the playful features that design studio FormRoom employed to create this Instagram-friendly ice cream store in central London.

Located in central London's bustling Covent Garden district, Milk Train has been designed by Shoreditch-based design studio FormRoom to "cater primarily to [the brand's] diverse Instagram demographic".

This is complemented by panels of frosted glass that have been installed at the store's front facade which are meant to resemble foggy windows.

The rear of the store has also been fitted with a neon sign and prop suitcases.

Milk Train ice cream parlour, designed by FormRoom

Ice cream is still a favoured indulgence in the realm of social media. Just last summer photographer Ben Denzer gained a surge of Instagram followers for his colourful images that show frozen treats paired with aesthetically pleasing book covers.

Late 2017 also saw the opening of an Instagrammable ice cream-themed museum in Miami – however, organisers were later fined after plastic remnants of its sprinkle ball pit were found littering nearby streets.

Photography is by Paul Lewis.

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