launching a flagship store

Following winning investment in a nationwide competition staged by Worth’s sister company Worth Capital, Tart's dream of creating a ‘tartery café’ in the heart of London came true and we were appointed to launch their new brand.


Retail strategy ● Branding
Store design & build
Tart infographic
Tart Clapham store front


Our vision was to create a new style café, which built on Tart’s heritage from their days of selling tarts in London’s Herne Hill Market, and focused on making their terribly tasty tarts famous.

Tart Clapham store front 3D visualisation

location strategy

Working closely with Tart’s founders Adam and Jason, we researched a number of prime locations for Tart’s flagship store and the ‘The Pavement’ in London’s Clapham Common ticked all the boxes. The newly acquired space was a tired convenience store with dated exteriors and cluttered interiors. Before we could redesign it, we had to carry out an initial feasibility study to evaluate whether the space could accommodate enough footfall, seated areas for customers and a kitchen area under existing planning constraints.

Tart Clapham founder

design & build

We began the design process by producing the visuals, followed by tender and construction drawings. To make the designs a reality, we sourced the builders and managed the entire process, turning Tart’s first café into a bright and modern space with an on-site kitchen, integrated visual merchandising and designated areas to hero the tarts and accommodate the customers.

Tart Clapham interior
“Working with Worth has been great and it's enabled me to make Tart a reality. We are working on some great new initiatives, which will see the Tart brand expand.”

Adam Harrison, Founder of Tart
Tart Clapham interior