Atelier Ochre’s pizzeria design in central London emanates the traditional Italian family pizzeria with dark wood panelling, terrazzo floors and vintage Italian lighting. This corner site profits from a historic brick and stone facade on the principal elevation, and full height glazing on the side abutting the Outernet London urban gallery.
Internally a limited pallet of materials of stained wood panelling and reclaimed chairs, leather and the classic Formica tables with chrome profile edges for the customers areas and fully integrated stainless steel counters and shelving for the pizza making and bar areas. A large internal light box with a painting of Matteo, one of the founding brothers, provides almost a saint-like presence to the consumption of pizza as it glows overhead. Externally the shopfront benefits from a natural brass shopfront, ageing to a textured bronze and the original fascia board, so it was a natural decision to embrace the aesthetic of the traditional shopfront here, recessing in a canvas awning box and gold leaf hand painted sign writing. Gold leaf was used on the fascia board, as well on the glass as subtle manifestations. The newly pedestrianised street offers the perfect terrace environment, complete with potted mature olive trees and views all around.
Questions and Answers
What inspired the retro theme for Berbere Tottenham Court Road, and how does it differentiate from other pizzerias in Central London?
The classic Italian family pizzeria was the inspiration for the project. Envoking a hint of a timelessness, the design works the dark wood panelling, terrazzo floor, stainless steel elements and vintage lighting throughout. It differs to many pizzerias in London that are either chains, or play on the industrial or cafeteria style interiors.
Why was Tottenham Court Road chosen as the location for this pizzeria, and how does the location influence the restaurant’s design and customer experience?
The Outernet London scheme includes reusing the historic brick and stone facade of the old St Giles Street, now a pedestrianised square. The particular site was chosen for it’s prominent position on the corner, clearly visible from Tottenham Court Road station, and the thoroughfare from Central St Giles. The corner unit was particularly interesting, offering one elevation as the historic brick and stone side, and a clear curtain wall modern elevation, in keeping with the large contemporary screens of the urban gallery spaces.
Can you describe the architectural and design elements that make Berberè unique? How do these elements contribute to the overall dining experience?
The design of the pizzeria comes from both the traditional aesthetic of the historic shopfront and the modernist full height glazing. The design builds on traditional elements such as hand painted signage, manually operated canvas awnings, vintage lighting and mature potted olive trees. However some of the interior details are deliberately contemporary to work with the modern interventions to the building. This could be the stainless steel front counters and the bar area, the internal light boxes and the simple laminate table tops.
The ceilings are painted a deep burgundy, as a subtle backdrop to Berberè’s branding and to conceal all the equipment and helping to make the space more intimate against the dark panelling.
Who are the key members of the project team, and what roles did they play in bringing Berbere to life? How important was collaboration in this project?
The main contractor, View Interiors, built the projects and expertly headed all the subcontractors.
Boatman Mechanical were responsible for the ventilation, and Catering Projects for all the kitchens and stainless steel.
Project Manager, Anna Stanton, was the cornerstone of the project.
Due to the an extremely tight site, collaboration and regular meetings were necessary to avoid delays to the project.
