Photos by PAUL LEWIS Milk Train London Milk Train's first brick-and-mortar outpost in London's Covent Garden is a dreamy, Instagram-worthy ice cream shop that unites timeless train station imagery with an immersive brand experience. Known for its cotton candy ice cream (said to mimic train steam), Milk Train needed to satisfy its loyal social media following by translating its brand ethos into a space that's as playful as it is pretty. "The [café] nods to the Art Deco movement," says David Roberts, managing director of local design firm FormRoom, "while traditional train station and platformstyle iconography are referenced within the interior." This includes signage that recalls split-flap displays and a play on the London Underground's iconic Mind the Gap phrase changed to Mind the Melt. Beneath a ceiling installation that depicts steam billowing out from a locomotive, black metal arches with hanging globe lighting are another subtle interpretation of the train theme. hospitalitydesign.com October 2019 113http://www.hospitalitydesign.com