About the project
Kinnersley Kent Design has designed a new concession for Bateel, the gourmet food brand famous for its award-winning luxury dates, within the iconic department store Selfridges, London.
Located in a prime position on the ground floor of the store in Selfridges Confectionery Hall, the boutique is Bateel’s second location in the UK and marks another successful step in the brand’s international expansion. Backed by LVMH (Moët Hennessy Louis Vuitton SE), Bateel now has over 80 cafés and boutiques across world, from Moscow to Jakarta.
Bateel is responsible for inventing the gourmet date industry, having transformed the humble date into a global luxury phenomenon. From their plantations in Al-Ghat in Saudi Arabia, Bateel harvests the world’s finest dates and refines them into a variety of unique products, from exquisite chocolates to premium biscuits and fine preserves. The essence of Bateel’s boutiques is a rich lifestyle experience, with a premium ambience coupled with an exquisite and ‘Distinctly Different’ product range.
Kinnersley Kent Design has worked with Bateel since 2005 to continually develop and evolve the brand, designing their identity, packaging, uniforms, boutique stores and cafés.
Bateel’s latest boutique offering in Selfridges sees the further development of the retail concept by Kinnersley Kent Design, following the success of the brand’s previous concession in Harrods. At Selfridges the concept features a lighter look and feel, with a warm and contemporary palette of quality natural materials including satin brass, Breccia Sardo marble, walnut timber, white Corian, and textured grasscloth wallpaper in warm beige with gold highlights.
The simple yet effective boutique layout is designed to make the most of the compact space. Bateel’s tasteful brand signage, illuminated against a brass VM plinth display, is the first thing customers see as they walk from Selfridges Confectionery Hall to the Foodhall. A small LED digital screen, framed and inset into the concession’s perimeter wall, tells brand and product stories, enticing fine food connoisseurs to discover more.
Turning into the concession, customers are greeted by an inviting counter display of fresh dates and chocolates. The counter is softly illuminated by Parachilna Aballs pendant lamps from Hayon Studio, made of hand-blown glass and polished brass. Timber-framed shelving units inset with Corian and bronze envelop the boutique’s walls, showcasing Bateel’s range of beautifully packaged gourmet gifts. Behind the counter, a precision-routed wall features Bateel’s signature henna pattern, creating a large and sophisticated backdrop that underscores the brand’s meticulous attention to quality and detail.
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