Image Credit : Design by Phoenix Wharf / Photography by Gary Britton
Project Overview
Phoenix Wharf created a candy-coloured fantasia at Bradford’s ‘Oh So Yum!’ dessert parlour for Apprentice winner Harpreet Kaur.
The hospitality outlet was funded by investment from the show’s host, Lord Sugar, now also a partner in the business. The 144 sq m, 55-cover, sit-down ‘Oh So Yum!’ dessert parlour is the flagship for the brand, set to ‘take over the dessert world’. The immersive, ‘wow factor’ space, is inspired by Harpreet’s desire for a clean-lined, Willy Wonka-style interior experience.
The store offers a range of sweet treats – from crêpes, shakes and cookies to waffles and ice cream - as well as halal, gluten-free and dairy-free products. An accompanying range of merchandise is available to customers. The premises will also serve as the company's new headquarters and the packing centre for a burgeoning national online delivery service.
Project Commissioner
Project Creator
Team
Emma Carter, Creative Director, Phoenix Wharf
Chris Gwyther, Founder & Creative Director, Phoenix Wharf
Project Brief
Phoenix Wharf was initially introduced to the client by a food and beverage specialist, joining an existing creative team on this quick-turnaround project. Phoenix Wharf were tasked to create the scheme’s interior design, developing the look and feel using existing brand guidelines – whilst also providing additional graphic design work on the scheme, including the menu design.
The client, Harpreet Kaur hoped the new outlet would help ‘put Bradford on the map’, especially when visitors begin to flock to the district as a result of the successful City of Culture bid. ‘Bradford is such a huge city and loads of people come here to enjoy all the different food establishments, so we thought it would be the next best place to open.’
Project Innovation/Need
Following the success of Harpreet Kaur’s journey on the Apprentice, and with Lord Sugar’s backing, the flagship store had to make a big statement to continue the momentum of the apprentice winner.
To achieve this, permission was requested to paint the external fascia to create a totally immersive customer experience. The 360° fantasia feel had to continue inside the store, with the candy colourway used for not only furniture and joinery, but for all surfaces. The stage was set for the media and customers to be absorbed in the brand at multiple touch points.
Design Challenge
Sourcing materials and finishes that were in harmony and represented the brand in the short project timeframe was a challenge. As was finding the balance between hospitality seating, takeaway offers, and merchandise POS.
The space features flooring tiles in lavender and coral, whilst the ceiling is painted in a deeper shade of purple. The all-pink furniture is a mix of bespoke-designed banquettes, upholstered in faux leather, and loose chairs in a pink matte metal with white tips to the legs.
A warm peppermint green, is used sparingly for sections of the wall – with pink also used again here, creating constant visual interest and allowing for easy segregation into different seating areas and activity zones.
A waiting area immediately to the right of entry, has a banquette seat, partially inset into a peppermint green recess, servicing both takeaway customers and those waiting to be seated. High-level shelving allows for display and storage of merchandise.
The counter area is highly visible immediately on entry, showcasing the food display and ice-cream cabinet. Low backs to the bench and banquette seating ensure clear sight lines.
The back counter features a coffee machine, alongside an ingredients display, with drink preparation space and the ‘Oh So Yum!’ branding applied to the wall in pink neon. The logo marque, using just the ‘Y’ of the identity, features in a neon illuminated sign applied throughout. The waffle and crepe stations face forwards and can be glimpsed by customers, adding a theatrical dash to the experience.
Sustainability
Consideration was taken to procure quality, durable materials which were responsibility sourced where possible - for both longevity and durability.
The flooring is made out of Marmoleum and supplied by Forbo. This is made from 20% recycled content and using 100% renewable energy. The recycled calendered layer contains a minimum of 71% of recycled production waste, and the eternal product is 100% recyclable.
The Compact Core Laminate Table Tops by Eggar and made from 60% renewable resources and is part of their closed loop environmental cycle.
The heavy duty safety flooring, Polyflor, supplied by Polysafe Ultima is 100% recyclable through the Recofloor scheme and contains recycled material.
All of the materials mentioned above and elsewhere in the project were, where possible, installed by local trades.
Interior Design - Hospitality
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes, aesthetic presentation and functionality. Consideration also given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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