The Artichoke

The Artichoke isn't quite what it seems at first glance. Tucked behind the historic Shreeji News in Mayfair, London, it reveals itself slowly. What begins as a neighbourhood shop unfolds into a series of unexpected rooms, designed by Gabriel Chipperfield as an almost Alice in Wonderland-like journey through design, art and discovery.

The identity follows the same spirit. Never fixed, never confined to a single category. We created a bespoke logotype and flexible typographic system to reflect The Artichoke as a meeting point of many interests—a place where conversations around design, culture, travel and craftsmanship naturally intersect. A space that feels collected rather than curated, where every object has a story and every room invites exploration.

Colour plays its own role in the narrative. Rich purple, earthy terracotta, vibrant green and playful pink sit alongside one another with confidence. Not always expected, but entirely at home together. Like the shop itself, the palette embraces contrast, creating moments of surprise, curiosity and delight at every turn.

The result is an identity that feels as layered as the experience of walking through the space itself: welcoming, eclectic and full of character, with something new to discover around every corner.