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.’
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’.