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WeWantMore creates mind-bending work in
brand, spatial and experiential design.
A split personality butcher store concept

L’Epouse du Boucher

  • Client
    AB-Inbev / Independent owner
  • Sector
  • Disciplines
    Identity design
    Interior design
  • Year

Brand Spatial Experiential

If you’ve ever asked yourself how the back of house of your local butcher looks like, well this is how we think it should be.

Taking cues from the restaurant backrooms where maffia capos operate from, the ‘l’épouse du boucher’ concept is split in two strikingly different spaces.

The front part is a sharp looking butcher shop and bistrot with plenty of hints to everything that is meat, bones or cutting the one from the other. The most surprising is this perspective is the bespoke terrazzo floor containing shredded cow bones instead of the traditional marble pieces. Did we already mention we got inspired by the maffia scene?
Other materials in the palette are the rosso levanto marble that basically looks like a rare steak turned into stone, satinised stainless steel and curved ivory stone tiles behind the counter. A sausage shaped neon hanging from some hooks in the ceiling acts like a light feature above the ordering counter, where people make their selection of meats before taking a seat at one of the high or low tables.
If you however want to spend some time over lunch or dinner in a more lush and classic environment, you might be allowed into the back restaurant where the butcher’s wife will be your host. On her terms that is.
Here the bone terrazzo floor features a black diamond pattern that doesn’t really align. Another subtle reference to the act of cutting. Green velvet and dark smoked oak make for a classic, warm and refined look and feel with the large round mirrors offering the gentlemen a good overview of the space onto who is checking out their women behind their backs. Again here, it’s in the details. The cushions separating the seats on the benches have a chesterfield stitching but actually look like netted salamis. The brand visual identity also shows clear signs of cutting, linking brand and interior design into a strong overall concept.