Milk Train, Covent Garden
Milk Train approached FormRoom to design and produce an immersive space that catered primarily to their diverse Instagram demographic who have propelled the brand to instant online fame in 2018. FormRoom worked with the brand to strategize and evolve upon their four core pillars; Surreal, Timeless, British and Immersive. FormRoom created a unique, dream-like landscape for the Milk Train customer. A predominately monochromatic palette is utilized to echo the Art Deco movement popularized amongst traditional train stations and platform iconography. Covent Garden was to provide the core brand design blueprint, by which all future sites will evolve from. Grand arch detailing with globe lighting feature throughout the space to invoke timeless British train design whilst also providing a more playful interior. Train station visual cues continue throughout the space using mosaic tiling and wayfinding; 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.