Serata Hall, the latest bar addition in the upscale bar and bakery chain Albion & East’s portfolio, has opened in London’s Shoreditch neighborhood. British branding agency & SMITH handled the design and concept, which features a bakery and small-scale gin distillery onsite.
Working alongside Red Deer Architects, & SMITH created an identity inspired by a Victorian greenhouse and botanical ephemera. Subtle touches include menus tied with string, finished with hand-drawn botanical illustrations. The firm is also responsible for the signage, digital and printed materials, photography art direction, and rollout of the new bar across all touch points.
