Rebecca Wayman

Salvador Dali-inspired rebrand for dessert parlour in Marylebone

A Marylebone-based dessert venue has been given a refurbishment inspired by Salvador Dali surrealism and ‘youthfulness’.

Dyce approached creative agency FormRoom to develop a new interior brand identity for its first permanent space in James Street, Marylebone.

FormRoom commented: “Whilst the brief called for an ‘Instagramable’ interior, we 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.

“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.”

Inside Dyce, the new parlour at Covent Garden.

Bubble tea-inspired cocoon chairs aim to appeal to the millennial generation, while amphitheatre-style seating could cater to families.

The design blueprint also limits excessive dwell time in favour of a faster customer journey and experience.

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

The two-tiered seating is said to be simply inspired by ice cream, while upholstered cocoon seating sits parallel.

Overall, the parlour’s new branding should cater to the young demographic, who are typically more drawn to spaces with shareable moments.

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