Italians Do It Better

Italians Do It Better


A pop-up ice cream store at the entrance of the St Martins Lane Hotel in London gives passers-by the chance to escape to Italy – even if it’s just for a little while.

Enter the store and you’re taken to the Parisian seaside, where beach huts and striped decking fill your view and pink deck chairs and umbrellas offer you a place to sit and enjoy your gelato.



To tempt you, the front of the store is decorated with semi-circles of different colours that display the various flavours on offer inside. Customers can choose from flavours such as pistachio, biscotti, amaretto, vanilla and hazelnut.



Customers order their cones from a simple timber cart, which is just another aspect of the store that gives it a Mediterranean touch. Elips Design is the name behind the design of the pop-up store and the Gelato being served is from Dri Dri.



The beach hut doors at the back of the store are used for storage and in order to create a more bi-dimensional space, stickers were used for the umbrellas.



The St Martins Lane Hotel has a permanent retail space that has been used by numerous other brands such as Angela Hill, The Convenience Store and Nowness. Previous pop-up stores made full use of this prime space, including a fashion store that displayed stretched stockings on the walls.



Casandra Visser
Casandra Visser is a Digital Marketing & Content Strategist and writes for Entrepreneur Media SA.