Mount street unearths a chocolate revival: barnaby’s new boutique
A new chocolate shop, Barnaby, has landed on London’s prestigious Mount Street, promising a nostalgic return to quality and craft.
A grown-up indulgence
The fourth outpost for the brand, known initially for its cult cinnamon buns, eschews the trendy, selfie-stick-friendly aesthetic dominating sweet shops today. Instead, it embraces a moody, 1970s and 80s-inspired interior, a deliberate move to tap into a deeper, more discerning consumer.
From ritual to retail: the chocolate’s roots
Chocolate’s journey is a curious one. Originally a gift from the gods to the Maya and Aztecs, utilized in sacred ceremonies and as an aphrodisiac, its modern iteration has been diluted by mass production and a decline in quality. Barnaby aims to rectify this, championing handmade, delicious versions of classic chocolate bars.
‘The lipstick index’ – a flash of luxury
Designer Tom Morris, of HG101, was tasked with crafting the boutique’s distinctive identity. He notes the “Lipstick Index” phenomenon – during economic downturns, consumers prioritize small luxuries. “You see these queues around the block for sweet shops and bun shops,” Morris explained. “It’s all driven by social media, with flower arches and marble countertops. But we wanted something a little more grown-up, a sophisticated experience.”
A sensory journey
The shop’s design, overseen by Morris, is anchored in a luxurious aesthetic. Sleek walnut panelling and faux leather counters evoke the traditional British chocolate shops of the past, those with workshops tucked away below. Customers can even bespoke their own chocolate bars, selecting a base, centre, and topping – a truly hands-on experience. The aroma itself, a rich, heady blend of melting chocolate, is central to the shop’s appeal – a deliberate attempt to engage all the senses.
Crafted with care
Barney Goff, the founder of Buns from Home, is the driving force behind Barnaby. His commitment to handcrafted quality, initially demonstrated with those cycling-delivered cinnamon buns, carries through to this new venture. “We looked at a lot of the old traditional shops,” Morris revealed. “Most had a shopfront upstairs and a workshop in the basement, which is the foundation of this bespoke concept.”
A statement, not a trend
Barnaby isn’t just another chocolate shop; it’s a deliberate rejection of fleeting trends. It’s an investment in the enduring appeal of chocolate, presented with a timeless style and a tactile, engaging experience. The shop’s success, and the growing demand for artisanal treats, suggests a welcome shift in consumer priorities – a craving for genuine quality and a touch of nostalgic indulgence.