A new shop in London features an interior design where the materials do the talking. La Gelatiera, a new ice cream and coffee bar opening this month in London, and has an interior built using reclaimed wood material, with the history of each piece recorded and explained in a small booklet available in the store.

The rest of the store's design, which has been created by design duo Hendzel & Hunt, features raw surfaces and natural colours, creating an aesthetic that underlines the organic quality of the ice creams on sale.

Narrative has become a key component for people when they are considering what products to purchase. And this use of story in the materials of the La Gelatiera store is an interesting way to bring narrative back into the retail environment. We hope to see more brands consider how to articulate the story and meaning behind the elements of their stores.