Loaf is cosy (US= cozy). That to me is the word that describes Loaf.
The lifestyle showroom is a “shack”, in their own terms. The tiled external brick facade and neon sign hides the cavernous space beyond with bold and brightly lit window furniture displays (I believe these windows must be providing the only illumination to the dark and industrial part of Queenstown Road). Inside are painted brick walls and reclaimed timber panelling. Textures and finishes are distressed, vintage and lived-in. However, quite clearly this is not vintage as in Shoreditch vintage. There is nothing egdy or raw here: the Loaf image is curved, easy-going, and smart. Light colours in pastels and mutes are widely-used, presumably so that they fit into any modern or traditional neutral decor. The design is strongly Anglo-French in theme.
How I came to be here
I was invited to the event via Houzz, having attended their Tom Dixon event @ Selfridges and Houzz University first ever workshop. Loaf Shack is a well-organised and spacious showroom. You can tell by the hanging rails behind the counter. You can tell a lot by how staff organise back of house equipment. Although it was as bright as an airport when I first arrived, someone dimmed the lights later. It was much better after that. The feel of the place was quite pop-up even though it is not. I met Sally Flower, Head of News who is based in the Notting Hill building. What a nice name! She showed me her iphone and how they use Instagram to share Loaf photos. It was very interesting for me how Instagram has helped their business.
I mean look at the retro mattress signs – it’s like you’re in Nashville or something.
There are also jewel-coloured sofas that appealed to me
which were more mid-century than traditional. These would go well with the distressed gold angle poise floor lamps.
Ffion gave the quick run-through of what Houzz is, and to remind everybody to use Houzz regularly to stay in touch with laypeople and pros. There was a raffle at the end and I was gutted that I didn’t win the sheets!
What’s in the goody bag
Two sachets of Hot Stuff hot chocolate powder
A copy of Loaf Times paper
A mug (which you can make a muffin in apparently, though not at the same time as using it as a drinking mug of course)
A beautiful, simple, rose-scented candle in a tin
This is more like a gift bag rather than a goody bag because people like to receive simple, thoughtful and usable gifts.
Ice cream, Sushi and gift-giving
Ice cream and sushi were handmade, fresh, excellent quality and selection, and went down well with a drop of Pinot. Loaf practised the hospitality that they preach, as that is what they are selling – the idea of friendliness, comfort and generosity. Very cute graphic gifts to for the season include postcards and giant matches. These would appeal to friends and family abroad as I thought they depict what people romanticise about Britain and Europe, which is the sense of nostalgia.