What is the first thing that comes to mind when you think of desserts? For us, it is joy.

Not only will London’s new dessert parlour, Dyce, bring joy in the form of delectable sweets, it also creates memorable experiences with an eye-catching, bright pink and turquoise design that will transport you back to your childhood. The emerging dessert parlour recently opened their first permanent space in London, designed by award-winning creative design agency, FormRoom.

London-based creative design studio, FormRoom, played to their strength in immersive commercial design by developing Dyce’s unique brand identity through a series of carefully chosen colours and themes to bring together Dyce’s three brand pillars: Approachable, Unexpected, and Immersive. The result is an Instagram-worthy space that brings a moment of childhood escapism to visitors, balanced with a contemporary edge.

Dyce Dessert London by FormRoom Featured in Pendulum Magazine

Inspired by the desserts Dyce serves, the playful interior is a conceptual take on the dessert ingredients, including melting ice creams and bubble tea. The design team also paid close attention to the behaviours of the shop’s younger demographic by incorporating interactive design elements that can be easily shared on social media and video sharing platforms like Snapchat and Tik Tok. Fun messages like ‘Don’t Burst My Bubble’ on the wall not only enforces the brand’s playful image, but also acts as a recognizable and picture-worthy backdrop that encourages social shares.

The playful combination of turquoise and pastel pink creates a visually appealing and inviting storefront that piques the curiosity of passersby. Upon entry, guests are welcomed by an ocean of pink, dotted with striking ceiling installation that combines suspended concave and convex iridescent mirrors reminiscent of the ‘bubbles’ from bubble teas. On one side of the wall, two bubble tea-inspired cocoon chairs beckon to the Instagram-driven millennials for a photo-op, while an amphitheatre-style seating on the other side of the wall creates a welcoming feel that can accommodate larger groups and families. The design also allows for a faster turnover rate by limiting the seating areas and tables.

*Two bubble tea inspired cocoon chairs beckon for a photo-op*

“This 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.

*2-tiered seating inspired by the curves of ice cream drippings*

Contrasting pastel colours including baby pink and turquoise reminisce of sweet cotton candies at carnivals, bringing back joyful memories from childhood. The smooth curves of the 2-tiered seating are inspired by the curves of drippings from soft-serve ice cream, further accentuating the dessert theme. Assorted concave and convex mirrors along with futuristic circular lights draw the eyes upwards, entertaining guests with amusing reflections of themselves and their friends as they wait in line for their order. The mirror wall above the 2-tiered seating acts as an extension to the ceiling installation, framing a large, protruding convex mirror encircled with the brand phrase ‘Don’t Burst My Bubble’.

The small serving counter near the end of the narrow shop adds to the fun and reflective theme of the shop with a pop of iridescent sheen from treated corrugated metal panels. To further drive the brand experience home, the design team also incorporated two brightly lit ‘DYCE’ signages, one above the serving counter and one above the cocoon chairs, that pop against the pastel pink backdrop.

*Concave and convex mirrors make for an interactive photo-op*

*Treated corrugated metal panels at the dessert counter*

As social media and video sharing evolve, we are seeing more and more businesses today that harness the power of social shares by incorporating interactive and photogenic design elements that speak to the target audience. Not only has the FormRoom team created a space that is virtually Instagram-worthy at every corner, but it also brought an impactful and immersive experience to locals and tourists alike that will put a smile on your face, even on the gloomiest days in London.