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# Dri Dri Pop-Up Parlour
- URL: https://www.protein.xyz/dri-dri-pop-up-parlour/
- Published: 2011-08-08T12:49:43.000Z
- Updated: 2016-06-17T00:44:07.000Z
- Description: The St Martins Lane Hotel has invited gourmet gelateria Dri Dri to convert its front room into a pop-up ice cream parlour in the…
- Author: Sam Boynton
- Tags: Seeds, Food & Drink, #protein, #Import 2024-06-11 13:15

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/4479/3d3533d4-158a-4d5a-a576-1693457a44a5.jpg)

On a hot summer's day in the city, there's really only one place that you want to be: on a beach, with an ice cream. But this summer Londoners don't need to fantasise about escaping the city for a taste of the seaside. The [St Martins Lane Hotel](http://www.stmartinslane.com/en-us/?ref=protein.xyz#/home/) has invited gourmet gelateria [Dri Dri](http://www.dridrigelato.com/?ref=protein.xyz) to convert its front room into a pop-up ice cream parlour in the style of an Italian seaside get-away. Following the success of its recently launched Portobello Road branch, Dri Dri has brought its ice cream to central London, and created a place of escape for busy, sweltering Londoners. The pop-up parlour, created by architects at [Elips Design](http://www.elipsdesign.com/?ref=protein.xyz), is an indoor representation of an Italian beach environment, complete with necessary seaside components such as yellow beach huts, sun umbrellas, chairs and pebbles. Pop-up stores have changed the retail landscape, with more temporary, unexpected and convenient ways to sell products to people. In this case, Dri Dri has created a fun environment in which hot and flustered Londoners can cool down with some lovingly-made ice cream. The pop-up parlour will be open until the end of August, so take a break from the heat, head down to the seaside and cool down with a cone.