Peggy Porschen asked us to design a new flagship parlour at 219 King’s Road, Chelsea, as the next step in the brand’s expansion plan. With the demand for everyday indulgences growing, the brand saw the opportunity to create an all-day destination.
Established in 2003 as a bespoke wedding and celebration cake business, Peggy Porschen has become an industry leader with a huge following. Tourists and Londoners alike queue throughout the week to experience the freshly-baked delicacies – and to take a photo with the parlour’s famous pink façade and seasonal floral displays. (Some even bring outfits to change into!)
Alongside the signature pastel hued cakes and confectionary, the new parlour serves breakfast, lunch and afternoon tea from 8am-10pm, seven days a week. It grows Peggy Porschen’s existing retail offer, and incorporates an events space for private parties.
The focus is on culinary artistry with food as the hero. In areas where Peggy Porschen goods are displayed such as the patisserie counter, design elements are understated and minimal. In other areas, the design becomes more decorative with a playful mix of traditional details and modern references. This communicates the brand essence evenly and seamlessly throughout.