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.
Since launching, the design has generated an unprecedented response online, awarded best Experiential Design at The Drum Awards along with nominations from Dezeen Awards and German Design Awards.