![](https://retaildesignblog.net/wp-content/uploads/2012/05/Prada-windows-300x300.jpg)
![](https://retaildesignblog.net/wp-content/uploads/2012/07/ICE-CREAM-DRI-DRI-Italian-Gelato-by-Elips-Design.jpg)
The Front Room of St Martins Lane’s hotel is a dynamic retail space. This time it will be converted by ELIPS DESIGN into an idyllic Italian beach, complete with traditional decking, coloured beach cabins, sun umbrellas, chairs and tables. The customers will be transported to the Mediterranean in the heart of London’s bustling centre enjoying their gelato DRI DRI.
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