Crafting a contemporary British culinary experience in an iconic location
Situated above London’s iconic Borough Market, ROAST has been a staple of the dining scene for over two decades.
Our role was to redesign the brand & interior, focusing on their core values of redefined elegance, outstanding quality and simplicity.
The geometry and Victorian architecture of The Floral Hall (1856) influences both the branding and interior design
In particular the pineapple statues located on the roof, as pineapples were traditionally a symbol of wealth and royalty, where as today they are more easily accessible thus expressing the Roast principle of being an affordable luxury.
Drawing inspiration from these architectural details to shape our designs for the visual identity and interior look and feel, including floral motifs throughout the space, juxtaposed against the irregular diamond shape of the building.
The consistent guest experience is delivered across the bespoke tableware and uniforms, with the pineapple motif adorning plates and cups as well as staff jackets via solid brass pins.
Three distinct areas were created in the new layout: The Orangery, The Restaurant and The Floral Hall. For the Orangery, a canopy of British flowers weaves its way from the entrance overhead creating a space where diners can enjoy afternoon tea and overlooking the market below.
The kitchen pass faces out onto the main restaurant, showcasing the local ingredients and culinary mastery, reinforcing the authentic approach to the brand with Beef Wellington and other British classics on display.
The centrally located bar is built from English oak with arch details across the face offset against a deep red marble top.
The double height floral hall section of the restaurant is surrounded by beautiful arched decorative windows with a bespoke glass chandelier, flooding the space with natural light from breakfast to cocktail hour.
