Konditor & Cook – a London based premium cake retailer asked us to create a new store for them aligned to their re-positioned brand as ‘London’s Cake Shop.’

Located in the heart of London’s busy Fitzrovia, the new shop combines traditional and contemporary elements. To ensure the shop stood out, we carefully restored the original historic façade details and coloured the whole thing in the company’s signature purple. The interior is long and narrow with the sales area located on the ground floor and an extensive preparation area in the basement. Hugging one side of the retail floor is a slim dresser unit employing a collage of adjustable shelving to support seasonal and packaged products. Opposite to this sits the highly visible and hard working main counter with the graphically designed menus and advertising boards behind.

Our material palette drew on the heritage of this type of retailer, employing a combination of Carrera marble counter tops and reclaimed pine cladding to form a textured and authentic interior and a perfect backdrop to the delicate and colourful products on display. But all is not antique. Matt acrylic wall panels are etched with the company’s contemporary signature geometric patterns and carefully designed hook-on display boards are platforms for the re-positioned graphic approach. With a changing neon light installation and a mysterious pink panelled door to add a touch of humour, the shop offers a memorable experience for all its customers.

Towards the rear of the shop, in a calmer pocket of space where dwell time can be increased, is the bespoke cake display and consultation space. This presents an opportunity for customers looking for a cake for a special occasion to engage with friendly and knowledgeable staff and select or customise cakes from either interactive digital devices or the adjacent real cake display.

Design: Small Back Room / Sean Revell