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