The Art of Bespoke Commissioning
In retail environments where every detail matters, unforgettable design can transform a simple visit into a story worth sharing. When Arn-Design and Vivid London approached us with a bold vision for Lidl’s “Patisserie” launch, the goal wasn’t just to create furniture — it was to create a moment.
Their concept was charmingly simple and instantly iconic:
A sofa inspired by the buttery curves of a freshly baked croissant.
A sculptural centrepiece that would stop guests in their tracks, spark joy, and feel as good as it looks.
From Concept to Sketch
Working from Arn-Design’s creative direction brand experience strategy, we explored the croissant’s iconic silhouette — its curved folds, satisfying plumpness, and soft layers.
Initial sketch of design based around an existing sofa frame
Our early sketches experimented with exaggerated forms until we found the perfect balance of comfort and character.
Our ambition: Deliver a humorous hero piece that still performs as everyday seating.
Designing Sustainably from the Start
We believe standout design shouldn’t cost the earth. Instead of manufacturing a new hardwood frame, we re-engineered an existing sofa frame sourced through our reuse initiative.
We selected a sofa destined for landfill…. identified for its curved shape
By preserving the internal frame and designing new sculptural elements around it, we achieved:
18% carbon footprint reduction vs. building new
Less embedded energy
Less material consumption
Longer circularity potential
Sustainability wasn’t an afterthought — it informed the build from day one.
Sculpting and Tailoring Each Curve
With the structural platform secured, our focus shifted to the croissant shape itself. Every fold was hand-crafted through:
Custom-carved high-resilience foams for ergonomic support
Segmented panels meticulously patterned to emulate dough layers
Expert upholstery shaping to maintain smooth, continuous curves
Precision seam work that highlights the playful geometry
No two components were identical — each part demanded bespoke fabrication.
Development and build phase in the workshop
Material & Brand Expression
To evoke the warmth of a perfectly baked pastry, we sourced a soft-touch upholstery fabric, on this occasion Linwood Omega velvet fabric, with a velvety nap that catches light beautifully and feels immediately inviting.
Installed within the immersive campaign environment — vivid red walls, bold chequered flooring, neon pastry lighting — the sofa instantly became the hero element Arn-Design and Vivid London envisioned.
A social-ready focal point.
And yes… it quickly became a favourite backdrop for selfies.
Precision Delivery for Commercial Impact
With retail activations, there’s no room for delay. We synchronised production and logistics with Vivid London’s rollout schedule, ensuring smooth delivery and installation exactly when the wider environment was ready.
The result: the sofa arrived looking fresh from the oven — and performed exceptionally from day one.
A Sweet Collaboration
Projects like this happen when creative minds trust each other to push what’s possible.
Our partnership with Arn-Design (concept & design direction) and Vivid London (brand execution & environment) allowed us to take a fun idea and turn it into a tangible, joyful experience.
Bespoke Furniture That Tells a Story
The Croissant Sofa proves that custom seating can be functional, memorable, and share-worthy all at once.
Whether for retail, hospitality, brand activations, or private commissions — we love working with vision-led teams to bring characterful ideas to life.
Ready to collaborate on your own unique piece?
Let’s bake something brilliant together.