Élan Cafés are drawing attention online and on London’s chicest high-streets with pink palace interiors, a candy coated menu and knowing references to the latests aesthetic & culinary trends.
The brand opened their fifth cafe in Hans Crescent, SW1. Situated on a prime site in direct sightline of customers exiting Harrods, this two-storey cafe is the largest Élan to date and offers an even wider selection of photo perfect settings for Élan’s image conscious core customer. On the ground floor is the counter, displays for pastries and two seating areas, while on the basement floor is a third seating area.
The customer experience is an immersive journey through a fairy tale environment evoking Disney Land fantasies. Customers are welcomed by flying pink carousel-like unicorns, which add a magical and playful touch. The unicorns are set off by an abundant wall of pink flowers which drives guests downstairs, where there is a wide seating area. The lower level holds our attention with another wonder element, which is a wall covered by over sized love heart candies in every colour as long as it is pink!
Élan creates a distinct brand position with its use of a single colour way over pink velvet upholstered walls, pink velvet armchairs, pink bespoke sofas, pink marble tables, pink neon lights and finally a bright pink painted ceiling. In recent years various women movements have re-claimed the colour pink from purveyors of outdated princess narratives. Pink now evokes pink knitted protest hats, Instagram feeds doused in millennial pink and dichroic tones, with Janelle Monae’s feminist anthem PYNK establishing a more adult context for everything pink. In store the pink palate which grabs attention so successful is astutely balanced by the neutral shades of the concrete and cream tile floor, which creates an elegant and harmonious environment.
Most importantly perhaps Élan establishes an environment in which customers can loose themselves or perhaps find themselves! We cant wait to see what the brand has in store for us next.