Marylebone Store Design

Dyce

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 bustling hub of James St, Marylebone provides the design blueprint and first permanent space for the Dyce brand.

Project Features

Cafe Interior Design
Visualisation
Store Fit-Out
Food & Beverage

Insight + Strategy

Researching the market trends and consumer insights, alongside the competitor landscape enabled FormRoom to design a memorable and experiential interior.

“Dyce is a place where people can escape the real world and enjoy a moment of joy away from the everyday,” Zahra Khan, founder of Dyce.

It was important too to consider how the store could feel approachable to all ages while catering to the different needs of social sharing demographics. While the bubble feature chairs appeal to the Instagram driven millennials, Gen Z look for complete store experiences where they can capture and share the whole journey through video. A more authentic representation of their experience.

The amphitheatre-style seating allowed the space to feel welcoming to families while limiting excessive dwell time in favour of a faster customer journey and experience.

A memorable aesthetic with a fusion of youthfulness and surrealism.

Firstly, we want to say we’re extremely happy with the design. The store looks great and offers Dyce customers a lot of instagrammable features. Very playful. Well done to the team!

Shumail Anjum Owner / Founder of Dyce

Design + Manufacture

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.

The striking ceiling installation combines suspended concave and convex iridescent mirrors, representing bubbles from Dyce’s core product offering. Subtle accents of black trimming give the soft colour palette a defined finish.

The mirror wall acts as an extension to the ceiling installation, bordering a large convex mirror encircled with the brand phrase ‘Don’t Burst My Bubble.’ A unique ‘fish-eye’ effect and light-enhancing feature. The distorted visuals reflect the interior space and cater to the young demographic drawn to spaces with shareable moments.

Cafe Interior Design

With a more discerning customer, we are seeing a rise in cafe and restaurant interiors that create a sense of curiosity and exploration. FormRoom are at the forefront of cafe design that invite playful interaction and shareable moments.

We explore this topic along with the food and beverage trends in our latest article.

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