St. Martins Lane Hotel in London has a new pop-up shop that brings you the beach and serves artisanal gelato.

Don't be fooled by the pink parasols, chairs and yellow striped boardwalk, you're not at the beach. But Elips Design has the right idea by combining a beach themed interior with the artisanal Italian gelato of UK company Dri Dri. This initiative is the latest pop-up shop project to take over the storefront of the St. Martins Lane Hotel in London.

Images by Carlo Carossio via Dezeen.

Dri Dri

Elips Design

St. Martins Lane Hotel

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