49 Old Compton St, Soho, London W1D 6HL, UK

Pin Image
Bold signage and large windows draw the eye from the street.

Bold signage and large windows draw the eye from the street.

Pin Image
Freshly cooked heirloom crisps gather along conveyer belts.

Freshly cooked heirloom crisps gather along conveyer belts.

Pin Image
Diners select from their choice of sweet and savory chips and dips.

Diners select from their choice of sweet and savory chips and dips.

Pin Image
Tongue-in-cheek branding references British clichés.

Tongue-in-cheek branding references British clichés.

Photography courtesy of Ragged Edge

HipChips, London


Location:

49 Old Compton St, Soho, London W1D 6HL, UK

hipchips.com

Design Credit:

Ragged Edge
raggededge.com

One for the crisp lovers, London’s HipChips takes chips and dips to a whole new level: a storefront one with millennials in mind.

Serving up freshly baked crisps from a variety of locally grown heritage potatoes and then pairing them with home-made dips, the store aims to transform the humble but long-beloved spud into a gourmet food for sharing.

Crisps rose to popularity back in the 1800s, and the store references this heritage with branding that combines old-timey and modern-day cues across the entire experience both in-store and online.

Ragged Edge has crafted a crisp lover’s haven with quintessentially British notes.

Traditional typefaces like Thorowgood Sans and Kings Caslon come together with a classic red pinstripe pattern to meld a fast food aesthetic with the quintessentially British. Gleaming white tiling, globe lighting and timber flooring lend a pub-like feeling, while the hanging heat lamps, crisp-smothered conveyor belts and backlit menu boards bring to mind a fish ‘n’ chippery.

The packaging mixes upmarket with tongue in cheek. Striped sharing boxes are accompanied by wooden cutlery stamped with ‘silver spoon’, while the menu resembles an old-fashioned newspaper, a design that stretches seamlessly across the store’s website.

Visitors can select from a mix of sweet or savory crisp varieties and accompanying dips inspired by local and traditional tastes that rotate on a weekly and seasonal basis. The crisps can be paired with beer, wine and soft drink or they can be taken away for later consumption.

It’s a gourmet reinvention of a traditional fast food that will have potato lovers feeling pretty chipper.


Words by Stephanie Campisi


Return To Top