London-based architects and interior designers SHH have created a new fascia and interior design treatment for Apostrophe at the operator’s latest outlet in London’s High Holborn.
Explanation to move the brand on the use of learning from previous outlet, the design for the High Holborn branch feature adaptation of the classic brand palette of black, pink and walnuts, as well as new materials and features, including pink-filtered baking chamber, which emphasized the transparency of products with opening the baking process to customers; element of bespoke furniture, ceramic tile gray ‘Royal Mosa’ and Brothers Bourellec ‘wall’ Cloud ‘hanging, is used in two-zone seat cafe.
The 155 square meters of existing sites for new outlets is an empty shell, although a great location with a lot of footfall from local offices, the site was challenging as the long and narrow, so that all operational issues should be considered carefully by the operator, together with RSH team. Solutions for sites involved careful division between operational areas and customers to avoid a narrow constriction in the back zone. Some seating zones were created, each with unique shades and furnishing arrangements. Unlike other operators who rely gust grab & go take-away business, Apostrophe trying to attract customers to its stores throughout the day by offering free WiFi and newspapers free of charge, and play background music carefully selected. The goal is to have a busy but relaxed atmosphere and inviting, where people really feel comfortable and happy to spend time.
The floor in the waiting room and throughout the gray ceramic tiles by Royal Mosa. Furniture in this area free-standing: chair Tab (from Bulo) with walnut skin and black vinyl seats. “This is the first time this chair has been used in the scheme Apostrophe ‘, explains Brendan Heath.” This is a great-looking chair with a ledge at the back which is really encouraging customers to sit and relax. “The table here has a standard base with top solid walnut made by the main contractor on the scheme, Barnwood. Also visible from the outside in the lounge area is Bourellec Brothers”Cloud ‘decorative wall tiles, configured by RSH to run up walls and to wrap on the ceiling. The wall hanging system with Kvadrat ( distributed by Ligne roset) are in colourway, which fit perfectly into the scheme. It also serves as a good sound absorber, because faceted surface of the individual components.
Central zone (and the compression point of potential sites) house further bench seating, black cloth, as well as more free-standing seats, with the lighting of the above features (pendant by Aarevelo). More in the unit, in front of the bakery area, is a large, stand-alone solid walnut conference table (designed by RSH), the meeting ‘escape’ that can accommodate up to eight people and are there to encourage the local offices, as well as to break the zone as an area features. Behind the desk, this time against a bright white wall panels, wall tile is the use of both ‘Cloud’, in a slightly smaller formations. This area is also limited by a set of slots lined paper in pink gloss from Altro Chameleon and set into the wall at one end walnuts. At the end of the wall is one of the main features of the design scheme: an area bakery pink glass (using a glass system by Bene with pink transparent film).
- Projects: Apostrophe Interiors
- Architects: SHH
- Location: London, England
- Design Team: Neil Hogan, Brendan Heath, Adam Woodward
All photo credit and copyright: Francesca Yorke
[Via - Archdaily]