# Chic Ice Cream Stores Milk Train's Shop is Characterized by an Instagram-Friendly Aesthetic By Kalin Ned | Published 2019-02-26 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/milk-train References: [dezeen](https://www.dezeen.com/2019/02/22/milk-train-london-ice-cream-instagrammable-interiors-shops-formroom-uk/) & [formroom](https://www.formroom.com/) Ice cream shop [Milk Train](https://www.trendhunter.com/trends/candy-cane-cornflake-ice-cream-cake) realizes the importance of a design-forward and photo-friendly interior when it comes to attracting consumers. As a result, the business' first permanent physical location in central London exudes an incredibly chic aesthetic that makes one want to spend copious amounts of time in the environment. Milk Train gained popularity through a steady series of [pop-ups](https://www.trendhunter.com/trends/jo-malone-1) that marketed its "wacky ice cream offerings." This is quite a contemporary approach for a company to grasp consumer attention and this extends to the permanent location. From the cloud-inspired ceiling to the retro neon signage, the ice cream shop is specifically "catered primarily to [satisfy the brand's] diverse [Instagram](https://www.trendhunter.com/trends/auntie-annes1) demographic." Milk Train's interior is designed by Shoreditch-based creative studio FormRoom. Photo Credits: [Paul Lewis](https://paullewis.photography/) ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 100% | Activity: 100% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What's Driving This Trend - **Design-focused Interiors:** Creating a visually appealing and photo-friendly interior for businesses to attract customers. - **Instagram Marketing:** Utilizing Instagram as a powerful tool to market products and engage with a diverse consumer demographic. - **Pop-up Retail:** Using short-term, temporary retail spaces to generate buzz and test the market for new products or concepts. ### Who This Affects Most - **Hospitality:** Opportunity for hotels and restaurants to create unique and visually captivating interiors that encourage guests to share their experiences on social media. - **Retail:** Opportunity for retailers to build strong online presence and connect with potential customers through Instagram marketing. - **Event Planning:** Opportunity for event planners to incorporate temporary, visually appealing pop-up retail spaces as part of their events to create memorable experiences for attendees. ## Related on Trend Hunter - [Prefabricated Ice Cream Shops](https://www.trendhunter.com/trends/veneciana-canning-ice-cream-drive-thru.md) - [Ice Cream-Resembling Lamps](https://www.trendhunter.com/trends/soft-serve-lamp.md) - [Oat Milk Ice Cream Shops](https://www.trendhunter.com/trends/oat-milk-ice-cream-shop.md) - [Upgraded Experiential Museum Experiences](https://www.trendhunter.com/trends/museum-of-ice-creams.md) - [CPG-Inspired Ice Creams](https://www.trendhunter.com/trends/the-ice-cream-project-anya-hindmarch.md) - [Mystery Ice Cream Shops](https://www.trendhunter.com/trends/surprise-scoop.md) - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md) - [Vegan Confectionery Store Concepts](https://www.trendhunter.com/trends/vegan-confectionery-store.md) - [Heritage Interior Chocolate Shops](https://www.trendhunter.com/trends/barnaby-shop.md)