Wildfire

Paxton's Pie House

Masterplanning, CONCEPT CREATION, Brand Design, Interior design, F&B CONSULTANCY

When it comes to football, there is one food offer synonymous with the grass roots game – a good quality pie. A matchday ritual and ideal for supporters in busy concourses, we wanted to elevate this traditional fans favourite whilst adding a creative spin that would make it truly ownable by Spurs.

IDENTIFY
Researching the history of the area surrounding the stadium
unveiled many facts and none more than the local food and drink scene from days gone. A staple of the old East End – Pie & Mash was the perfect solution for a traditional hand held offer.
DESIGN
The unique vintage Pie & Mash shop interiors were chosen to influence the look & feel of Paxtons. Vintage metro tiles, Carrara marble surfaces, stippled glass and sign writing combine to deliver an authentic look.
EXECUTE
Having created the name, interior direction and menu influence, the concept was adopted and taken forward into the new stadium for inclusion in this ground breaking development.