01
Three stores, one city
A boutique, a delicatessen and a patisserie counter. Handmade every morning, exquisite on the plate, and known mostly to the people who happened to walk past it.
Case study · Luxury patisserie & retail
From a third store to a Westfield flagship.
ClientThe Eclectic Collection
SectorLuxury Patisserie, Chocolatier & Retail
What we runBrand, Content, Ecommerce, Click & Collect, Launches
EngagementEnd to end, ongoing
The Eclectic Collection make some of the most beautiful patisserie in Britain. We built the brand's digital flagship and the content engine behind it, put the work in front of over 10 million people in a single month, and turned a third store into a national name. Westfield White City is open. The Bullring is next.
The brief
By their third store the product was already exceptional. What it did not have was reach.
The Eclectic Collection is a luxury patisserie, chocolatier and food hall. Everything handmade, much of it made to order, finished with the kind of care you normally see in a jeweller's window rather than a bakery counter.
They did not come looking for a website supplier. They wanted a team to take ownership of the whole picture: how the brand is positioned, how the product is shot, how it sells online, and how a new store opens to a queue rather than to silence.
So we took the lot. We treat The Eclectic Collection like our own brand, and we build every layer of it from the direction up.
The moment
Patisserie this beautiful was never going to stay a local secret.
We shot the product the way it deserved to be seen and built a content engine around it. Not one lucky post, a system: a look, a rhythm, a reason to watch. Inside thirty days it reached 10M+ people, and the queue outside the shop told us it had landed.
The film, made in house for The Eclectic Collection
The climb
Three stores to a national name.
Every step, in the order it happened.
02
The brand, sharpened
We reset how the brand presents itself: the positioning, the art direction, the photography, the film and the tone of voice. Luxury that still reads as luxury on a four inch screen.
03
Ten million in a month
The content engine went to work. Over ten million people reached inside thirty days, and a brand that went from local to national without spending a penny on a billboard.
04
Westfield White City Open
The flagship. One thousand handmade patisseries given away on launch day, gone within hours, followed by a complete sell out and a queue that ran for six. Now trading daily.
05
Bullring, Birmingham Next
The second flagship, and the same playbook: the brand, the content, the store and a launch built to draw a queue before the doors have even opened.
06
Nationwide Soon
More flagships to come, and a store that already ships the full range to doorsteps across the country. The counter travels now.
Launch day
A six hour queue for a grand opening.
Westfield White City did not open quietly. We built the day as an event worth travelling for, and people did exactly that: guests flew in for it, and the queue ran six hours deep. One thousand handmade patisseries went out and were gone within hours. By closing, every counter was bare.
1,000Handmade patisseries given away, gone within hours
6 hoursThe queue outside the flagship, door to corner
Sold outEvery counter bare before the day was done
What we run
Every layer,
one team.
No agency relay race. One team shapes it, shoots it, builds it and launches it.
01
Brand direction & positioning
We start with the business, not the website. Where the brand sits, what the range should be, what each new store needs to stand for, and where the growth actually comes from.
02
Photography & film
Patisserie sells on craft and desire. We produce the stills and the film in house, art directed so every product is the hero and every frame looks like the brand.
03
Content that travels
The engine behind the ten million. A weekly rhythm of social built to be watched and shared, not scrolled past, then read, adjusted and pushed again.
04
Bespoke ecommerce
A fully custom store, no templates anywhere, designed to do justice to the product and built to scale from a single chocolate to a whole patisserie collection.
05
Click & collect, built around the counter
Collection scheduling shaped by how the kitchen and the shop floor actually run, so a busy Saturday is smooth for the customer and effortless for the team behind the glass.
06
Store launches
Every new opening gets its own campaign: the build up, the giveaway, the day itself and the content that carries it well past the ribbon.
Luxury. Reimagined daily.
The Eclectic Collection's own words
It is also the standard we hold the work to. Every photograph, every product page, every launch post is judged against the thing sitting on the counter, and the thing on the counter is very hard to beat.
Craftsmanship, beauty and experience.
Your product deserves the same room.
If what you make is better than the way it is being seen, we will build the brand, the content and the store around it.
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