After the success of Instagram hotspot Feya, DYCE is yet another delightful chapter by Chef Zahra Khan. This new concept plays around the elements of exciting yet elegant insta-worthy treats bringing a modern and electric vibe to the heart of Marylebone.

The eye-catching and trendy interiors include appropriate representation of being encapsulated in a melting ice cream. Decorated with modern installation of art, the funky setting will be a perfect haven for instagrammers.

Evolving upon the three brand pillars; Approachable, Unexpected and Immersive, FormRoom created a memorable aesthetic with a fusion of youthfulness and Salvador Dali inspired surrealism. The space illustrates a conceptual take on the desert ingredients, including melting ice cream and bubble tea. A moment of childlike escapism balanced with a contemporary edge.
“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,” the studio said.

“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.”

Welcoming guests from all across the globe, DYCE’s passion and goal is to create a fun, unique and memorable experience for everyone.

Where is it? 27 James Street, London W1U 1DX