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.