SFA unveils new Daylesford Organic shop

Organic food and produce store Daylesford Organic is launching its latest London offering, a three-storey shop in Pimlico.

The group currently boasts a farm shop and café in Gloucestershire, a small farm shop in Selfridges food hall, a café in Sloane Square and a nursery in Maida Vale.

Designed by Spencer Fung Architects, the interior of the Pimlico store covers 418m2 and will feature café dining tables – laid out with organic fruit, herbs and vegetables – as well as white marble counters and a bread oven.

Using an eco-friendly concept, natural light flows in from the windows and the atrium to the first floor, where there is a food gallery with rustic wooden fencing.

Daylesford’s traditional branding and packaging, by Teresa Roviras Creative Design, will be used, with bespoke boxes and carrier bags specially created for the opening.

Fung says, ‘We tried to bring the country to the store. The whole design is very simple, very clean. We used a palette of natural materials such as white marble, and white wood. It is deliberately understated in a country-house style. I was specifically interested in using a lot of craftwork. It is also quite Green, to fit in with the shop’s feel.’

Organic meat from Daylesford’s Staffordshire farm, handmade cheddar and yoghurts, a range of patisserie products and organic wines will also feature in the new store.

Daylesford Organic in Pimlico will open on 27 February.