Humble Crumble -
Camden Market
SODA Studio has completed a second store for Humble Crumble – the celebrated dessert
company that became a viral hit on social media. Located in the renowned Camden Market, the
new project responds to its historic surroundings while continuing the brand identity that was
developed for the Spitalfields site in Shoreditch.
The new store embraces the edgy Camden look with exposed brick walls, services running across the
ceiling and a revealed back-of-house kitchen – forming an industrial backdrop for food production. As the space opens up, it reveals the company’s signature
pink interiors but with a different approach to materials when compared to the East London outlet.
A swooping curved bar sits prominently at the heart of the project, which is made of a textured pulled
render to complement the surrounding raw aesthetic. This is topped by a pink-pigmented concrete
worktop that is both tough and polished. This is all carefully aligned with a monochrome, cool palette
for the walls and floors, that also works with the stainless-steel kitchen equipment.
Photography by Simon Bevan