Starting out as a pop-up three years ago, popular ice cream parlour, Milk Train, has opened its first permanent premises in Covent Garden and we're loving its instagrammable interior.
Designed by FormRoom, a multi-disciplinary design agency, the shop is as instantly eye-catching as the spectacularly OTT ice creams it serves. (That's no accident either).
Born out of a concept that originated in Taiwan, the dessert cafe specialises in soft serve ice cream pimped with candy floss and doused in lashings of sauce and sprinkles.
Although still in its infancy business-wise, Milk Train shot to fame by the power of social media, due to the fun factor and instagrammability of the ice creams. Expect Lemon & Elderflower, Blueberry Swirls and Rose Milk, alongside Vanilla, Chocolate and Matcha Green Tea to name just a few of the flavours available.
But the real fun is with the toppings, from crushed Oreos and salted caramel chips to chocolate buttons and candy floss.
Part of the brief to FormRoom was to make the Milk Train interior as instagram-worthy as the ice cream – and they've certainly achieved it, with a monochromatic palette, Art Deco style (inspired by traditional train stations) and platform-based iconography.
Grand arch detailing and globe lighting appear throughout the space to invoke timeless British train design, albeit with a much more playful edge. There's also a dramatic ceiling feature which is a quirky take on the train’s ‘steam’.
Train station visual cues continue throughout the space using mosaic tiling and navigation; including a play on the iconic British underground messaging with “Mind the Melt” embedded into the floor. The brand’s signage and ordering system mimic timeless shutter board platform design.
The exterior of the store has beaded opaque glass to mimic the steaming of a train window, whilst the black metal detailing lends another subtle nod to the brand’s immersive train experience.
If you're up for a serious sugar fix and maximum likes (or licks), get on board.
Milk Train,12 Tavistock Street, Covent Garden, London,WC2E 7PH.