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The Milk Train Pulls into Covent Garden

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Selling ice cream is fast becoming a little like beauty, inasmuch as it is a growth area and new ways of presenting the commodity are constantly being thought of. And one of the better examples is Milk Train, the ice cream and frozen yoghurt café that opened relocated in London’s Covent Garden recently following a makeover by local design practice FormRoom.

The underlying idea of this one is that not only should it sell the product but that is should also provide instagrammable moments for those walking through the door.

From a design perspective, Art Deco, or the idea of it, is at the heart of what has been done in this store with globe lights of the kind that might have been found in station cafes of the period and seating booths with train-style fittings. Overhead, luggage racks provide the home for leather period luggage and arched fixtures also contribute to the sense of being in a vintage railway carriage.

Raiding the past to provide a new take on a retail interior is always an interesting way of dealing with the matter of novelty.