Escape into the magical, dream-like interior at the new flagship location of celebrated London café chain, Feya.

Located in the heart of London’s most desirable and luxurious shopping district is a serene hideaway for shoppers looking to escape the bustling outside world. The renowned London café chain known for its contemporary interior and delicious patisseries invited local design studio, FormRoom, to create a truly unique interior for the launch of their latest flagship space. Following a playful narrative, the interior brand design wows guests with a maximalist feel, taking them on a journey filled with design details that encompass an abundance of textures, shapes, and colours.

Upon entry, guests are welcomed into a fantastical world filled with illusions. From the lush, decorative greeneries to the accenting tree trunks reminiscent of an enchanting forest walk, every design element echos Feya’s brand ethos of “It all starts with a dream”. As a way to evolve the existing Feya brand identity, the design team at FormRoom combined a rich, textural palette and pastel hues with bold, bespoke features to invite guests to share their experience and discoveries through social media.

To create an atmosphere that evokes the brand’s ethos, a series of highly visual and immersive installations are incorporated throughout the interior, all centered around the narrative of moving through an enchanting forest-scape; peacocks, trailing greens, and vibrant florals emulate the imaginary fauna and floras of a mystical land. As you continue your exploration, you can even find abstract references to water that is presented throughout the space. Lily pad sections house bespoke chairs with velvet upholstery positioned alongside an inlaid resin river. The soft, ethereal glow of the amethyst jewel-toned river emulates the glistening movement of water. The flowing river evokes a sense of mystery, beckoning guests to follow along its course to explore deeper into the space.

As you move deeper into the café space, you will find oversized, bird cage-inspired booths amongst eclectic Veridian Tanglewood forest wallpaper that resembles a dreamy forest canopy. Plush, velvet booth seating allows friends to gather, relax and immerse in the intimate and magical atmosphere over delectable food offerings. Decorative foliage coupled with gold, jeweled butterflies add to the countless details that can be observed as you retreat in your booth. Above, pendant lights and ceiling fiber-optics recreate a romantic, starry night sky.

Two creative installations within the café space make the perfect photo-op with their lavish backdrops. One is a custom seat installation complete with a neon light brand signage and majestic peacocks; the other, larger-scale installation flaunts a dramatic plant wall within a florescent semi-circle frame. Bespoke crystal and mirror detailing creates a sense of whimsy, all the more reason for guests to make an abrupt stop to snap a picture or two.

The design team at FormRoom delivered not only a divine destination for brunch and patisseries but an immersive experience with thoughtful narratives that will ignite one’s imagination. After all, we can’t think of a better way to stimulate our senses than to enjoy a cup of tea within a setting that mirrors the magic of a scene out of Alice in Wonderland.

Project Details

Project name: FEYA

Location: 146 Brompton Rd, Knightsbridge, London SW3 1HX

Size: 181 m2

Design Studio: FormRoom

Photography: Melvyn Vincent