01.02.2022
The Most Instagrammable Retail Design
‘Brand experience’ is a phrase that the retail industry has been obsessed with for years now and FormRoom have been at the forefront of designing spaces which will resonate with those consumers.
We’re now seeing that same ethos being applied beyond retail and into any consumer-led space; including food and beverage.
Milk Train: brand experience for the next generation of consumer
This approach has been key in how FormRoom developed the Milk Train concept, as it began with a deep-dive into consumer insight including profiling, competitor research and trend analysis. From that, we could create a set of visual and emotional brand codes which the design can grow from. So besides what is undoubtedly a beautiful space, it will go beyond aesthetics and promote a stronger sense of ‘brand love’ to a notoriously experience loving demographic – Instagram foodie influencers.
Instagram-worthy interiors: customer driven brand stories
Instagram and social sharing were undeniably a focus and the team looked to specific key accounts within the marketplace to inspire some of the design choices.
Accounts with huge followers and trend impact including @ihavethisthingwithfloors & @accidentilywesanderson provide a spring board to launch the brand ironically back into the digital space, more popular than ever with their online fan base having devoted serious time and energy (read: budget) into giving them an engaging bricks and mortar environment – IRL.
Interior design inspiration: Art Deco in traditional train stations
Social sharing aside, the design team took various cues from a more traditional Art Deco aesthetic but looked at it from a specifically Milk Train angle. The quickest way to establish a strong brand identity is naturally to take what consumers already know and love but subvert it to both fit your new brand purpose and provide a fresh perspective.
When creating any design blueprint, FormRoom believe that the beauty lies within the smaller details. Aspects which might be overlooked on your first visit but perhaps on your second, third or twelfth encounter provide a moment of deeper discovery which, in turn, deepens your relationship with the brand as a devoted fan. With Milk Train this can be seen in playful messaging ‘Mind the Melt’ alongside subtle nods to steam trains and station platforms in signage and surfaces.
Successful retail design: adaptable interiors
Similar to a retail environment, the space is also designed to be adaptable to seasons and trends, again to encourage repeat visits and extra ‘shares’, from Valentine’s Day to Chinese New Year. It’s this approach to hospitality design, borrowing the best elements from successful retail design, which will allow Milk Train to stand out and sustain their customer’s love in a hugely competitive environment; be that online or IRL.
Hospitality Interior Design
For a further insight into our capabilities, creative process, client list and more, please open our portfolio. To organise an initial conversation with our brand director and discuss how we can help your brand, please call us on +44 (0)207 399 8664.
