Le Swine – How to achieve a nostalgic aesthetic for a modern cafe fit-out

Our recent project with longstanding partners Le Swine (owners of Britain’s best bacon butty) saw the 93ft Interiors team deliver a vintage-inspired aesthetic for the opening of their first physical space in London. The finished product is a familiar experience, reminiscent of bygone British cafe culture that is anything but.

Striking the right balance for the look and feel of 170 Upper Richmond Rd 

Le Swine was born from the love of the humble bacon butty and putting the nation’s favourite breakfast sarnie in the spotlight. With lockdown beginning to ease, owner and chef James Packman delivered box after box of simple pork and bread roll masterpieces to the deflated British public. 93ft partnered with James to create a bold yet striking brand packaging solution and carve out a route to market through an e-commerce platform.

The brand grew quickly and the recognisable, heritage green boxes containing bacon butty goodness were a welcome reminder that simple everyday pleasures can always provide a respite from the mundane. Fast-forward to 2024 and James Packman’s dream of opening a physical space for Le Swine has been realised.

Seeing as Le Swine was born from the love of the humble bacon butty, then 170 Upper Richmond Road was born from the love of the humble local ‘caff’. James came to 93ft with the simple brief of “distilling the traditional British cafe” to create an authentic, modern take on the favourite neighbourhood spot – a space that felt both familiar and fresh. 

The quintessential British cafe experience is far from dead and there’s plenty to learn from our nation's unapologetic, laminate-drenched, traditional British cafes. Welcoming, warm, and familiar. No gimmicks, just good honest food. The favourite spot for the local community to chat, relax, and indulge over a brew. It’s not just the food that makes a great British caff, it’s the space and atmosphere it fosters.

Nostalgia is found in the details

Aligning a vision in the early stages of a project allows a much deeper understanding of the solution to the brief. It creates clarity on the finished product and allows more time to focus on the finer details of a project. It’s in these details where the 93ft interiors team dialled up the nostalgia to strike a balance between the past and future. 

There’s an irony in taking design cues from a traditionally ‘undesigned’ world. But, as a studio that works on a broad range of projects, we’ve found that inspiration can (and should) be taken from anything and everything. The 93ft interiors team thoroughly researched key materials that were unique to the project, with a clear focus on reclaiming, recycling and repurposing. This ensured that the materials sourced felt like they belonged to the aesthetic of Le Swine.  

The exterior is confident and simple, reminiscent of traditional, economic one-colour facades. The bold, all-green frontage framed by charcoal tiling is difficult to miss. As you enter, you’re met with the material synonymous with British cafes – lino. A delightfully utilitarian textured lino was used for the flooring to form the base for a reclaimed timber bar and stone counter for an authentic, hard-wearing feel. 

Reclaimed wood wall cladding, a deep maroon ceiling and classic ball lighting give off a cosy glow and welcoming atmosphere. The perfect seating environment for a full English and a brew is found through the combination of Formica table tops, vintage chairs and reupholstered banquette seating with new pink vinyl.

The great British caff tradition is alive and kicking at Le Swine. So, if you’re famished, hungover, gasping for a brew, or desperate to try Britain's best bacon butty, then head over to 170 Upper Richmond Road and pull up a pew. 

If you’re unfortunate enough to live far, far away from the bacon and bread royalty that is Le Swine, then we might have a solution. For one day only, James Packman and the team are bringing back the make-at-home butty box for Father’s Day. Follow the link here to treat the old man to the best bacon butty of his life. It doesn’t get much better than that for OAPs.

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Would you like to work with the award-winning 93ft brand, digital and interiors team?

93ft is an independent, employee-owned design studio with a collective passion for storytelling. We work hand-in-hand with our clients to create brands and experiences that feel grounded in place, community and culture. 

Our full-service team combines creative strategy, design, digital, interior design, architecture and manufacturing to bring brands to life, helping them to build meaningful connections with their audience. Our network of both in-house and external craftspeople, artisans, specialists, designers, developers, fabricators, branding experts and architects ensures no stone is unturned. 

Whatever your goals for your business or organisation, 93ft’s award-winning approach to creating holistic brand experiences can help get you there. With 93ft as your partner, we can develop and shape your brand identity, transform your online presence and physical space, help you discover your unique offering and customer experience, engage your audience through comprehensive SEO research, and achieve your marketing goals. 

Get in touch today to tell us about your exciting new project, we'd love to show you how we could elevate your offering.

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