Natoora created a store space to highlight high-quality produce and natural products, responding to consumer demand for transparency and reliability with fresh food

Buying fruits and vegetables from a grocery store is often the most reliable source for consumers in search of fresh produce, but can leave them without a guarantee of the food’s quality. Restaurant supplier Natoora, who provides some of the best produce to influential chefs, is addressing this challenge by making its premium foods available to the public at its recently opened London store.

Created by Argentinian architect Noé Golomb with London-based cabinet-maker FincH, the design of the store uses and highlights the optimum selection of fresh produce offered, making the content part of the location’s aesthetic. Natoora’s overarching mission to transform the current food system, creating a transparent supply chain built on the seasonality of fresh food, is also incorporated into the store design, with ‘radical seasonality’ written along one of its walls.

Embodied in the open structure, concrete elements and white swathes of space of the store’s architecture, Natoora hopes to meet consumers’ ever-increasing demand for transparency when it comes to food, as well as help make high-quality produce available to everyday customers.

Natoora

Buying fruits and vegetables from a grocery store is often the most reliable source for consumers in search of fresh produce, but can leave them without a guarantee of the food’s quality. Restaurant supplier Natoora, who provides some of the best produce to influential chefs, is addressing this challenge by making its premium foods available to the public at its recently opened London store.

Created by Argentinian architect Noé Golomb with London-based cabinet-maker FincH, the design of the store uses and highlights the optimum selection of fresh produce offered, making the content part of the location’s aesthetic. Natoora’s overarching mission to transform the current food system, creating a transparent supply chain built on the seasonality of fresh food, is also incorporated into the store design, with ‘radical seasonality’ written along one of its walls.