But some businesses take their quest to be selfie-worthy way too far. Are we close to a point where we’re all sick to death of Instagrammer-magnet murals complete with promotional hashtags? Will we soon reach the end of trends that value photogenic looks over substance, even when it comes to the flavor of food? Who knows. The good news is, places still exist that manage to strike a balance between both.

View this post on Instagram

???? Milk Train Maple Tree Pot ice cream and our very own Autumn tunnel ???? TAG someone you want to take this journey into Autumn with!???????????????????????????????? Available until 29 Sep, shall we extend into Oct??? ????????

Newsletter Sign Up

Get the latest design news!

Sign up for our newsletter and get the latest design news.

Thanks for subscribing! Expect a newsletter with the latest out-of-the ordinary designs and innovation soon.

Sign Up

I agree to receive emails from the site. I can withdraw my consent at any time by unsubscribing. Dornob's privacy policy.

A post shared by M I L K ☁ T R A I N (@milktraincafe) on Sep 19, 2019 at 4:08am PDT

View this post on Instagram

All aboard all aboard!! ???????????????????????????????????????????????? . . ????: @travel_blogged

A post shared by M I L K ☁ T R A I N (@milktraincafe) on Aug 8, 2019 at 4:15am PDT

Check out this sweet ice cream store in London’s Covent Garden. Milk Train offers the kind of treats that stand on their own merit, like soft serve convections sitting on clouds of white cotton candy, topped with all manner of cookies, pretzels, candies, and even breakfast cereal. And when the stuff you’re selling is already manna from heaven to influencers, you might as well have a space to match.

Design firm Formroom took inspiration from art deco train stations to give the ice cream shop an iconic look. Instead of minding your step, you’ll be reminded to “mind the melt” by the double lines on the tiled floor. The counter features signs that read “order,” “arrivals,” and “collect,” while toppings are housed inside graphic interpretations of old instrument panels.

Instead of train schedules, the board on the wall displays the menu. Suitcases adorn shelves on the walls, and the booths resemble tiny train cars. The white, baby blue and pale wood color palette is appropriately cool in more ways than one.

Design publication Architronic reports: “Milk Train approached FormRoom to design and produce an immersive space that catered primarily to their diverse Instagram demographic, who propelled the brand 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.”

“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. Covent Garden was to provide the core brand design blueprint, by which all future sites will evolve from. Since launching, the design has generated an unprecedented response online, including being awarded ‘Best Experiential Design’ at The Drum Awards 2019 and ‘Best Café Design’ at the Restaurant and Bar Design Awards 2019.”

The shop takes advantage of it’s ultra-enticing aesthetic with undeniably cute seasonal accents like autumn leaves and spring flowers — all the better to match their corresponding seasonal ice cream offerings. Every detail has been carefully thought out, and the result is stylish and memorable instead of feeling like a passing fad.

The post Milk Train: An Art Deco Ice Cream Shop in London first appeared on Dornob.