Monday, 22 December 2014
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Philip Watts creates interiors for new Greggs coffee shop offer

Bakery chain Greggs is moving into the coffee shop market with its new Greggs Moment offer, developed as an interior concept by Philip Watts Design.

Greggs


The consultancy has created a trial store, opening in Newcastle-upon-Tyne, which uses upcycled items, bespoke pieces and antiques to create an interior with ‘British eccentricity’.

Brand Essence has created an identity for Greggs Moment, and worked with ad agency Gratterpalm on a suite of branding materials.

Phillip Watts Design and two other consultancies were invited to pitch to Greggs for the interior design work.

On the understanding that coffee is a ‘reasonably aspirational’ product, ‘something which you take time out to enjoy,’ consultancy founder Philip Watts says the group has looked to consider this in the context of the Greggs brand to create an ‘inclusive’ environment which shows a sense of ‘Britishness.’

Greggs2


A display cabinet contains 50 coffee pots from 1910-1974 where Original BTC teapot lights have also been hung.

Britishness can be found in sofas sprayed with union jacks, flying ducks and traditional wallpaper. Locality has been referenced through photographs of Newcastle, taken by Watts’s team and applied to lampshades.

A series of bowler hats are the Jeeves design - of Jeeves and Wooster Jake Phipps-designed lights - normally displayed alongside the top hat Wooster design.

Antwerp Duo lighting, which Watts describes as ‘a mass conduit of piping with trumpet-ends’ has been integrated along with parquet flooring on the walls and ceiling, helping to develop a feel of ‘British eccentricity’.

Readers' comments (6)

  • It will be interesting to see how this turns out there certainly competing against a already crowded market with the likes or Starbucks, Costa and others.

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  • I am addicted to coffee and visit a coffee shop nearly every day but I think the interiors could do with being updated. For me the ideal coffee shop would look like a pub but still serve the same items with no alcohol.

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  • already looks dated

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  • I hope they still sell Sausage and bean melts!

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  • ugh - it looks like furnishings are straight out of the Argos catalgue. For me it is only a couple of knotches up from the Co-op naf cafs. Still, that is probably the market they are aiming at. I think the external branding and the internal decor don't marry and sends a confusing message.
    Karen Morton Oxbow Media

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  • I visited this new cafe last week and it was very busy compared to the almost deserted Costa shop next door which hopefully means they will continue to thrive and open others elsewhere.
    The other customers didn't seem to be at all bewildered by the "confusing message " of the external branding and the internal decor.....and there was a good mix of age groups.... no-one who looked as if they normally frequented the Co-op.

    And yes, in case it wasn't obvious I did find the lady from Oxbow Media comments slightly patronising although I'm sure it was meant to be.

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