ISSUE 10  |  European Sensibilities

Shopper’s Diary: Toast Store Opens in Cheltenham

March 10, 2010 9:00 PM

BY Julie Carlson

On our wish list of shops to visit: the new Toast outpost in Cheltenham in Gloucestershire, the latest project of Jamie and Jessica Seaton, founders of Toast. Orchestrated by Niki Turner, a theatrical set designer, the shop occupies an entire Regency townhouse and stocks both the interior and the fashion collections. Turner stripped the walls to reveal the original plaster finish, affixed wood crates to the walls as shelving, and styled the store with vintage curios and a row of vibrantly colored Jielde wall lights. "We revealed texture and the patina of age, and used lots of recycled elements to introduce the atmosphere found in Toast catalogs," Turner says. There's also a cafe on the first floor where you can sample Toast jams and take part in bread making and tea tasting workshops. Photos by Nick Seaton.

Above photo by Emma Bradshaw.