However, in a major design move the overall interior, including the counter, the benches, the stools and the merchandise display are now isolated elements within the store and are comprised almost entirely of high gloss white organic forms which contrast against the now infamous, Snog matt fluorescent pink backdrop.
The soft and sensual curves of these new furniture elements are central to the new design and for ease of reproduction are made from durable, custom moulded GRP (Glass Reinforced Plastic). This design offers a robust and modular design that can be translated easily to each new store, allowing the Snog brand to grow confidently and exponentially.
As well as the interior design, innovative and unique lighting has always been a crucial element to each of the Snog locations. St Johns Wood presents an all encompassing bright artificial sky window that creates an atmospheric mood throughout the store, framed with a traditional cornice to reflect the Victorian heritage setting. The animated sky is used to great effect, creating a warm and subtle environment that adapts throughout the day and through the seasons.
The opening of this Snog location marked an important step forward for the Snog brand. It was the first store to be opened following investment by Unilever Ventures and offered Cinimod Studio a new challenge to take the design to this new version 2.0. Unilever Ventures invested in Snog Pure Frozen Yogurt because of the quality of the product, the recognition of the brand (created by Ico Design), and the physical identity that Cinimod Studio had created across more than a dozen location in four continents.
Client: Snog Pure Frozen Yogurt (London)
Architecture Design: Cinimod Studio
Lighting Design: Cinimod Studio
Project Architect: Tim Greatrex / Cinimod Studio
Branding and Graphics: ICO Design
Main Contractor: WFC
Project Management: Building Construction Solutions