Humble Crumble - Spitalfields Market

We have designed a new flagship store for Humble Crumble, a dessert company with a huge following online. Using colours and materials that reflect the ethos of the brand, the new home of crumble has been created to serve the rapidly growing fan base and provide an improved experience for the company’s customers.

The new space references both the listed market interior, as well as the signature flourishes of the occupiers. Timber joinery and clay plaster surfaces sit alongside heritage brickwork to create a warm and inviting space with tactile and natural finishes. The palette has been developed to compliment the textures and the colours of the fruit crumble and toppings, ensuring that the food takes centre stage at every step of the process. Care has been taken to ensure that the lighting is suitable for Instagram photography – essential for the client and company feed – and the surfaces have been selected to compliment the brand colours and create a beautiful backdrop for the products.

A generous, curved counter leads customers around the main serving area, revealing the crumble-assembly process sequentially. A seating area is located under a recessed timber arch that picks up on the features of the existing building, with Humble Crumble pink tables that offer a nod towards the brand’s identity. Another, smaller arch contains cutlery and a mirror with vanity-style lighting that is perfect for crumble selfies.

Photography by Simon Bevan