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 has invited gourmet gelateria Dri Dri 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, 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.