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.