Yumtea’s new Holborn site marks a bold step forward for the brand. Known for their original shop in Canary Wharf, with their signature roll cakes and desserts, their team approached us with a brief to completely rethink their visual identity. The mission was to elevate them to something more modern, more refined, timeless and built to last.

The design needed to reflect the level of quality Yumtea's signature cakes are known for, while introducing playful, modern touches. Previously a run down Vodafone shop, the space was tight with awkwardly placed columns and limited circulation. We treated the spatial design as the foundation; working with, rather than against, the building’s quirks. 

Custom cherry veneer panelling ties the interior together, allowing bespoke storage solutions, walls and signage to be seen as a holistic package. Specialist cake display fridges are fully integrated into the joinery to keep the footprint clear and compact and to ensure material continuity.

The palette was kept simple and robust: FSC-certified cherry timber, brushed stainless steel, reeded glass, exterior tiles, soft lighting. Every part of the fit-out was designed and built by East JR. From M&E, demolition and construction down to the smallest details: cake-shaped door handles, bespoke signage and material palette. The view through the friendly shopfront vinyls suggest the omotonashi found within, the Japanese mindset of wholeheartedly looking after one’s guests.

Playful and soft yet highly refined and considered, in a space designed to be clean, fun and quietly expressive. The client was thrilled with the final result and is already looking ahead to the next location, so stay tuned!