Frame Magazine for FormRoom

Frame, a leading media brand for interior design professionals, took on both Milk Train and Dyce, commenting on how the projects whimsical interiors have attracted a customer base who can enjoy not just digital eye-candy but a physical space for fun and fantasy.

Instagram trends are informing spaces – such as this Art Deco ice creamery in London

The location is a nod to Art Deco train stations, employing bold platform-style iconography inside and out to create a picturesque experience for its visitors.


“Of course, FormRoom’s aesthetic choices weren’t random. Online followers of the cotton-candy-sundae confections Milk Train spins up needed to be prompted to visit in-person. It’s a mission the agency clearly achieved: a click on the location’s Instagram geotag shows the sweet-enough-to-eat space has already become a favoured stop on photo-op bucket lists.”

A London dessert spot is made for Instagram – and Snapchat and TikTok, too

Where Milk Train’s modular interior could be easily adapted to Instagram trends, millennial-pink Dyce is all about dynamic elements that also work well on video sharing platforms like TikTok and Snapchat.


“This year, English creative agency FormRoom has been taking London by storm with highly Instagrammable dessert spots. A follow up to the Frame Awards 2020 submission Milk Train, Dyce Dessert Parlour is a sweetly surreal space that is described as a ‘conceptual take on dessert ingredients’ and inspired by the work of Salvador Dalí.”