Dyce, Marylebone
Emerging dessert parlour, Dyce approached FormRoom to develop a dynamic and fantastical interior brand identity. Whilst the brief called for an ‘Instagramable’ interior, FormRoom pushed to develop the concept even further, incorporating elements that invite playful interaction in movement to also appeal to video sharing platforms like Tik Tok or Snapchat. Evolving upon the three brand pillars; Approachable, Unexpected and Immersive, FormRoom created a memorable aesthetic with a fusion of youthfulness and Salvador Dali inspired surrealism. The space illustrates a conceptual take on the desert ingredients, including melting ice cream and bubble tea. A moment of childlike escapism balanced with a contemporary edge. The colour palette expands upon the on-trend ‘pink’ with unexpected but complimentary colour contrasts. The bold shapes, textures and pastel coloured interior ignite customer curiosity while catering to the demand for shareable moments. The curvaceous two-tiered seating is inspired by the smooth dripping nature of soft serve ice cream. Bespoke upholstered cocoon seating sits parallel, nestled within a field of soft pastel bubbles and surrounded in a warm neon glow. Above, the brand signage is accented by LED trimming and set against a pastel pink backdrop. Dessert visual cues continue throughout the space with curved floor artwork to mimic the ripples of ice cream; an unexpected wayfinding and subtle nod to the surrealist aesthetic. The use of a corrugated metal panels treated with an iridescence vinyl continue the juxtaposition of playful and rustic edge to the counter.