PHOTO BY MARCUS PEEL

Italy-based gelato brand GROM, which prides itself on using only the best naturally sourced ingredients, is rapidly expanding internationally, has opened its first U.K. flagship on London’s Piccadilly Circus.

Steve Collis, strategic director at London-based JHP Design, says the firm has an extensive relationship with GROM and typically seeks out premium locations for its flagships. This one is situated inside a grand Edwardian stone building that exudes historic charm on the outside but feels clean and modern on the inside. READ MORE