In the heart of Covent Garden, the aroma of authentic Singaporean street food now mingles with a touch of modern elegance, thanks to the clever and colorful refurbishment by Phoenix Wharf. Old Chang Kee, the iconic Singaporean family-run operator, embarked on its UK journey in 2018 with its Covent Garden outpost. However, this year, UK franchisee Sandra Leong decided it was time to infuse new life into this beloved establishment. The mission: to enhance spatial functionality, modernize the ambiance, and create a memorable experience for patrons.
Brand History
Old Chang Kee‘s journey began in 1956 as a humble stall in Singapore, quickly gaining fame for its delectable curry puffs. These savory pastries, akin to samosas or empanadas, drew customers from all walks of life, even attracting the taste buds of British patrons before Singapore’s transformation in 1963. Over the years, Old Chang Kee evolved into an integral part of Singaporean street culture.
In the UK, Old Chang Kee introduced a grab-and-go concept, making authentic Singaporean street food accessible to Londoners. The spotlight shines on their signature curry puffs, hailed by renowned food critics such as Giles Coren, Fay Maschler, and Marina O’Loughlin. The menu also features classic Singaporean favorites like Nasi Lemak and Laksa.
Design Approach
Phoenix Wharf took inspiration from the rich history of Singaporean Shophouses, where ground-floor premises served street food, and living quarters were situated above – a concept reminiscent of the Covent Garden location. The design challenge was to strike a balance between preserving Old Chang Kee‘s brand essence and heritage while infusing a modern touch.
To accomplish this, Phoenix Wharf revitalized the establishment’s interior. The previously understated magnolia décor gave way to a vibrant and contemporary transformation. The bright yellow façade, an established brand color, remained but was intensified to make a bold statement. A new blue secondary color was introduced, adding a modern flair and complementing the yellow. This blue hue graced the walls, menus, and counter-front tiling, extending to the new reusable blue melamine crockery and chopsticks, accentuating the food’s presentation.
The New Interior
Despite the primary focus on takeaway, the layout now incorporated seating to cater to those who wished to dine in, all within the constraints of a compact 21.3 sqm space. Window seating and standalone tables for four were introduced, accompanied by wooden seating and a teak veneer banquette with a yellow seat pad. The laminate table tops in oyster grey provided a striking backdrop to showcase the colorful dishes. Inset planting not only added vibrancy but also improved acoustics, paying homage to Singapore’s lush greenery.
The previous hot food counter was replaced with a new 1.6m-counter, featuring inset food tray display spaces for curry puffs, enhancing the ordering experience. A gantry pelmet with curved timber detailing showcased the menu on illuminated digital screens. Storage solutions were integrated smartly, concealing takeaway packaging from view.
The rear wall was adorned with yellow tiling with grey grout, preserving existing teak timber, and showcasing Old Chang Kee‘s branding. Graphics and a discreetly sectioned-off stairwell to the lower ground kitchen area completed the transformation. Phoenix Wharf also revamped the menu and created a new poster, harmonizing with the upgraded interior.
Conclusion
Sandra Leong, the UK franchisee, expressed her satisfaction with the redesigned Covent Garden location, praising Phoenix Wharf’s ability to tackle a challenging brief within a tight space. The new layout not only enhances the grab-and-go experience but also elevates operational efficiency. Phoenix Wharf’s dedication to understanding the essence of Singaporean food and aesthetics shines through in the revitalized Old Chang Kee. This Covent Garden gem now serves as a blueprint for future locations, bridging tradition and modernity in every delectable bite.
