Matoula Traditional Pies, Volos – Greece

Located in the heart of the Mediterranean city of Volos, Matoula is the embodiment of a contemporary Greek pie store that emulates local references. With a special variety of traditional pies and sweets, the family-owned brand is renowned for its constant persistence in pure ingredient selection as well as premium quality recipes for more than two generations.
The main subject of the design procedure is the creation of an extrovert store based on a functional layout implementation with an emphasis on comfortable access and ergonomic standards.
The 60 m2 rectangular floor layout is divided into two basic units. The first one is the laboratory room, a private area where all pies and sweets are produced and prepared. The second one is the store space, where all the products are showcased to the customers in diverse volumes.
In the store area, two custom-made bars, placed in a vertical direction, gather all baked pie categories. On the contrary, two installations with shelves placed diagonally to each other present the frozen products as well as the sweet jars. The layout implementation intends to ensure convenience for both customers and staff.
Focusing on the essentials, the design approach follows minimal lines and curved shapes, creating an elegant atmosphere, and avoiding any unnecessary decoration. The concept draws inspiration from the Greek wheat plains, with the golden colors, paying tribute to the land that produces the premium quality harvest. The various product categories are introduced as a part of a storytelling experience in which every material, texture, and form has a symbolic meaning.
Light oak wood represents the wheat harvest, a timeless “treasure”, and the base of all pie products. Blended gently with geometric pattern tiles, the result exudes a Mediterranean vibe. Curved wooden forms placed in parallel directions in the front elevation also draw inspiration from the wheat figures that predominate in the Greek plain landscapes. Modern pendant lights in pure white, focusing on the products, are harmoniously combined with warm materials and textures. The cream-white surfaces, in combination with the pastel mint shade of the bar volumes, reflect the ingredients’ pureness. On the other hand, the gold details symbolize the high quality that characterizes the family brand. The material palette is completed by the balanced use of black details, which add a luxurious and timeless touch and bring a gentle contrast to the overall result.