Household creates retail outlets for gourmet pie chain

Household is developing the retail environments for Brighton pie shop Pokeno Pies, ahead of a planned expansion for the food company.

The design consultancy has created the style of the first, trial Pokeno outlet using simple techniques, such as stencilled place settings on the tables, according to director Michelle Du-Prât. The use of spray-painted furniture and ‘little graphic moments’ is intended to focus customers on the eating experience, rather than the philosophy and language of the brand, she adds.

The Brighton site is split across a café on the ground floor and a more formal eating area on the first floor. ‘We have created a brand language, using colours, finishes and menu wording, but everything is intended to express the quality of the pies,’ says Du-Prât.

Pokeno Pies sold its products wholesale in a number of London cafés ahead of the launch of its first dedicated outlet.

According to Pokeno Pies co-owner Luke Bryan, ‘Household has made a cohesive design out of the shop – which is a little more designed than I had anticipated – but it is not arrogant or pretentious. It is not trying to be anything but a humble little pie shop done well.’

Bryan brings to the UK knowledge of the more widespread gourmet pie market in Australia and New Zealand, arguing that there is a market for such products here. The company is looking for additional sites and distribution opportunities in pubs, bars and staff canteens, he says.

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