Patisserie Valerie is ramping up its retail presence with a flagship site located at the Pavilion Building in Spitalfields and a cafÃ© on St James’s Street in London.
An in-house design team based in Italy is developing the interiors. Patisserie Valerie managing director Enzo Scalzo will oversee the creative direction of the projects.
The cafÃ©s will join the group’s burgeoning portfolio of sites, which currently includes ten venues scattered throughout central London, including Covent Garden, Kensington and Soho.
Valerie’s flagship cafÃ©, situated on Bishop’s Square, 1 Brushfield Street, will be the company’s ‘biggest and most exciting project to date’, explains Scalzo.
Concepts for the 745m2 site are still being developed, but the look is likely to be ‘very modern and hi-tech, and will feature fibre optics’. The cafÃ© is scheduled to open in September.
The second cafÃ© is located in Piccadilly on 192 St James’s Street. The interiors will mirror the exterior marble faÃ§ade of the building and will feature three types of marble, barewood, walnut and bespoke furniture in the designs. It is expected to open its doors in April.
‘We have designed the cafÃ©s so that they take their lead from the outside surroundings,’ adds Enzo. The company has no plans to open sites outside London at the moment.