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.