For its first permanent shop located in London’s Covent Garden, ice cream purveyor Milk Train envisioned a space that embodies its whimsical brand identity, reflects and accentuates its already popular Instagram presence, and is both immersive and adaptable: A tall order that London-based design agency FormRoom creatively tackled by deep-diving into the brand’s market, customers and competitors. The result is a dream-like venue inspired by the iconography of Art Deco train stations wherefrom visitors embark on a hedonistic journey of flavours and textures. Serving up soft-served ice cream, fantastically bedazzled with a rich variety of toppings like mini salted pretzels, rainbow sprinkles and jam-filled biscuits, and wrapped in a sugary candy floss cloud, Milk Train’s offerings are if anything else extremely Instagrammable, which the brand has leveraged to successfully promote its social media profile. This elusive Instagramable quality has also informed FormRoom’s design who approached the store’s interior design as an integral part of the overall brand experience in order to establish a seamless experience across all of Milk Train’s touch‐points, be they online or physical spaces.

作为位于伦敦科文特花园的第一家永久门店，冰淇淋供应商牛奶列车(Milk Trains)设想了一个空间，以体现其异想天开的品牌特征，反映并突显其已经很受欢迎的Instagram存在，既具有沉浸感，又具有适应性：总部位于伦敦的设计机构FormRoom通过深入研究品牌市场、客户和竞争对手，创造性地解决了这一难题。其结果是一个梦幻般的场地，灵感来自艺术装饰火车站的肖像，那里的游客开始了一个享乐主义的口味和纹理之旅。提供软糖冰淇淋，搭配各种丰富的配料，如迷你咸味椒盐卷饼、彩虹撒酱和果酱馅饼干，并包裹在含糖的棉花糖云中，“牛奶列车”提供的产品，如果说还有什么其他的话，那就是Instagramable，该品牌利用这些产品成功地推广了其社交媒体形象。这种难以捉摸的Instagramable质量也为FormRoom的设计提供了信息，FormRoom将其室内设计作为整体品牌体验的一个组成部分，以建立一个无缝的体验在所有的牛奶列车的触点，无论是在线或物理空间。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

A predominately monochromatic palette of white and faded baby blue hues, complemented by black geometric strokes inspired by Art Deco patterns, gives the impression that you have stepped inside a graphic illustration rather than a physical space. This sensation is enhanced by the whimsical cloud-like ceiling feature that graphically depicts the steam coming out of a steam locomotive. Coupled with the arch detailing, globe lighting, and banquette seating, the interior design inconspicuously channels the architecture of an early 20th century train and underground stations. As the designers explain, “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”. The train station allusion is further enhanced by mosaic tiling and graphic signage, as well as the use of opaque and clear glass to mimic the shapes of train windows on the storefront, while the phrase “Mind the Melt” embedded into the floor is a playful take on the iconic British underground ‘Mind the Gap’ instruction. Meanwhile, the monochromatic palette and sparse interior design also makes the space highly adaptable to seasons and trends, from Valentine’s Day to Chinese New Year, allowing the interior to evolve as swiftly as the brand’s social media presence. The shop’s adaptability also encourages repeat visits, as well as extra ‘shares’, which, after all, in a hugely competitive environment is crucial for brand awareness.

一种主要由白色和褪色的深蓝色色调组成的单色调色板，加上受艺术装饰图案启发的黑色几何笔触，给人的印象是，你已经踏进了一个图形插图，而不是一个物理空间。这种感觉增强了异想天开的云状天花板特征，它用图形描述蒸汽机车冒出的蒸汽。再加上拱门的详细设计、全球照明和班格座，室内设计不引人注意地引导了20世纪早期的火车和地铁站的建筑。正如设计师们所解释的那样，“建立一个强大的品牌形象的最快方法是自然地接受消费者已经知道和喜爱的东西，但同时颠覆它，使之既符合你的新品牌目标，又提供一个全新的视角”。火车站的暗示进一步加强了马赛克瓷砖和图形标志，以及使用不透明和清澈的玻璃来模仿店面上火车窗户的形状，而嵌入在地板上的“当心融化”这个短语是对英国地下标志性的“思想之峡”(Mind The Gap)的滑稽模仿。同时，单色调色板和稀疏的室内设计也使室内空间高度适应季节和趋势，从情人节到春节，让室内的发展速度与品牌的社交媒体一样迅速。该商店的适应性还鼓励重复访问，以及额外的“份额”，毕竟，在一个竞争激烈的环境中，品牌意识是至关重要的。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

Photo by Paul Lewis © FormRoom.

照片由保罗刘易斯(FormRoom)拍摄。

keywords:Design Interior Design 

关键词：设计室内设计