An explosion of artisan coffee in the late 2000’s gave the hipsters of the world new lifestyle symbols, part status, part daily routine. Any new entrant needed to announce itself with a strong high street presence imagined through stand-out interior design to draw people in.
Against this backdrop, founder Laurent D’Orey arrived in the Shed’s London design studio knowing he needed something different and something convincing in a crowded market. Shed delivered London’s newest coffee entrant with aplomb. This business story is richer though, Shed identified the authentic French artisan patisserie, viennoiserie, boulangerie offer enabling the brand to take a superior position in the market. With the food now coming to the fore, the offer was strong and it left the hipsters in its wake.
Laurent had a clear vision for the product, Shed had a clear vision for the interior architecture, we understood the ingredients and applied the same simplicity and consistency to the interior. Like the food there are statements to be made and a reputation for a rewarding food experience within the interior.
Concept aesthetic is derived from these strong traditions and heritage of the French boulangerie. Inspiration for the design is drawn from a simplicity of the ingredients, artistic craftsmanship of the baker and beauty of the end product. It was essential for Shed to celebrate these traditional values with a contemporary design spin relevant to the newly founded Orée brand. Bring the essence of France to the heart of London. Impress, but don’t alienate your local customer but offer a slice of Parisienne decadence.
Like a bakers’ ingredient, Orée’s palette is deliberately simple and natural. Soft hues of blue and oatmeal make-up the radial ceiling design; a traditional pattern outlined with decorative moulding details. Whitewashed timber floor is set against rustic timber joinery and striking Carrara marble tabletops. Furniture and finishing touches in black cut through an otherwise light palette. Fine brass detailing reference the artistry involved in the making of the product.
Orée has become different things to different people. To some it’s a community boulangerie, or a workspace, to others it is a tourist coffee stop en-route to the theatre. The success of the interior design is to be flexible and enticing to all in equal measure. The variety of London locations means Shed’s design is fine tuned to the market and location. The execution may vary slightly but the success of the result is the same.
Shed has presided over its conceptual start through to the first half a dozen locations, the brand will continue to grow and evolve but remain true to its origins.