SODA Studio has designed a new flagship store for artisan dessert company Humble Crumble, echoing the playfulness of the brand and giving a nod to the much-loved crumble toppings in the delectable colour palette.
Humble Crumble first opened in Old Spitalfields Market in London and has since moved around the market as its popularity has grown. Now in its new, larger-sized home, the much-loved dessert company is embracing fresh branding and bringing its ethically sourced ingredients to the modern marketplace, whilst staying true to its sustainable ethos.
Attracting sweet-tooth dessert lovers and newcomers alike, the crumble bar is designed to deliver treats to visitors who want to dine in or take their dessert away to enjoy elsewhere. A generous, curved counter welcomes diners and leads them around the main serving area, revealing the place where the magic happens – the open-plan crumble-assembly process.
Picking up on the architectural features of the existing building, the contemporary design references the listed market interior and features a complementary material palette. Timber joinery and clay plaster surfaces sit alongside heritage brickwork to create a warm and inviting space, with touches of tactile and natural finishes.
“The palette for Humble Crumble has been developed to complement the textures and colours of the fruit crumble and toppings, ensuring that the food takes centre stage at every step of the process,” explains SODA Studio’s project architect Parvathy Vipulendran.
“We wanted to balance the playfulness of the product with the professionalism of running a kitchen.”
A welcoming seating area, located under the recessed timber arch, is punctuated by tables in a delightful pop of pastel pink, which are a playful salute to the brand’s identity. Another smaller arch contains cutlery and a mirror with vanity style lighting that is the perfect ‘Instagrammable’ spot.
An open door with a view to the kitchen offers the crumble bar visitors the opportunity to witness the cooking process that is often kept secret and hidden away. A central pink island, topped with a speckled, eco-friendly Durat worktop, sits at the heart of the space where the crumble making process happens.
Ovens and appliances wrap around the walls in a robust stainless steel, selected to increase efficiencies in every stage of the kitchen operations.
“I am thrilled with the design outcome for our new Spitalfields site,” said Kim Innes, founding director at Humble Crumble.
“SODA – our design partner – immersed themselves in understanding the Humble Crumble brand to help us build a refined but fun bakery site that represents us in the best way. SODA’s eye for the finer details makes all the difference and I’m proud to call this our new flagship store.”
Next time you’re in the area, be sure to pop by and have a taste of the simple and sweet crumble yourself – we don’t think you’ll regret it!
Photography by Simon Bevan.
Read more of the latest design news here on enki, including Sally Conran’s rustic chic interiors for Wilding wine bar in Oxford and a pared-back modernist design by Sustainable Kitchens in the home of interior design studio founder Sheena Murphy.