Louise Roe: brand identity to physical space
Bec Morris
Creative Director and Brand Consultant
This article was written as a guest feature for Brand Interior Agency.
Transforming brand identity into a physical experience: Louise Roe Gallery and Roe Bar
During my visit to 3 Days of Design in Copenhagen [2024], I was researching heavily for Brand Interior Agency’s new identity with a keen focus on spaces that had successfully converted their brand from a personality to a physical space. I came across one that became the pinnacle of inspiration for the full brand experience.
In the heart of the city the Louise Roe Gallery and its adjoining café, Roe Bar, stand as a testament to this successful translation that I was seeking. This dual function venue not only exhibits Louise Roe's products with a real focus on art and design, but also offers a holistic experience that marries visual delight with the comfort of everyday life.
A seamless fusion of art and hospitality
As stated on Roe’s website, she compares her design philosophy to the art of food preparation - “she mostly deviates from the recipe to create a taste of her own”. Her individuality and innovativeness have resulted in the concept vividly brought to life in her gallery and coffee shop
Visitors to the Roe Gallery are greeted with an environment that reflects sophistication and curated elegance, qualities that are hallmark to Roe's design ethos. The space is more than just a place to view art; it is an invitation to linger, evidenced by the seamless flow between the gallery and the Roe Bar.
The café area extends the gallery's aesthetic, offering a social space that complements the artistic surroundings. Here, every element, from the food served to the décor, communicates the brand's message. The Roe Bar isn't just a café within a gallery; it is an integral part of the Louise Roe experience, blurring the lines between an art exhibit and a place for community and relaxation.
Design and decor: a study in contrast andharmony
One of the most striking aspects of Roe Gallery and Roe Bar is their design and décor, which reflect a keen eye for detail and a penchant for contrasting textures. The space is defined by soft linen curtains that delicately separate the gallery from the café, allowing for both privacy and connectivity between the two areas. This thoughtful use of textiles signifies a boundary that is both inviting and permeable.
The interior is adorned with floral displays, stone, and organic textures that evoke a sense of calm and elegance. Yet this softness is momentarily contrasted with the sheen of metallic, Bauhaus inspired cups and saucers, creating a visual and tactile interplay that enhances the overall experience. This juxtaposition is not just a design choice but a reflection of the brand's identity—sophisticated, yet accessible; refined, yet bold.
Culinary art: extending the brand narrative
At Roe Bar, even the culinary offerings are a continuation of the Louise Roe brand story. The food and beverages are crafted with great attention to detail, using high quality ingredients that resonate with the gallery's emphasis on excellence and artistry. The menu, presented on elegantly designed cards, complements the aesthetic of the space, making dining here an immersive experience. The peaches, perfectly arranged on metal stands work as both decoration and ingredient.
Marketing and brand communication
Louise Roe's strategic use of branding extends to every touchpoint in the gallery and café. The business cards, tote bags, menus, and even the opening times posted on the door are designed with the same artistic sensibility that pervades the space. These elements are not merely functional; they are an extension of the gallery's art pieces, crafted to communicate the brand's identity and ethos.
Social media plays a pivotal role in amplifying this identity. Roe Bar's Instagram page, for instance, is a canvas showcasing the café's sleek design and the photogenic quality of the space, which encourages visitors to share their own photographs. This not only enhances the brand's visibility but also builds a community of patrons who engage with the space both physically and virtually.
Target audience: a diverse tapestry
While it was challenging to pinpoint the target audience during design week due to a high influx of designers, the space is clearly designed to appeal to a broad demographic. The elegance and sophistication attract a mature audience, while the innovative design and social media presence draw in a younger, style conscious crowd. This blend of audiences is reflective of the brand's versatility and its ability to resonate on various levels.
A masterclass in brand cohesion
Louise Roe Gallery and Roe Bar are a wonderful example of the successful execution of a cohesive brand strategy through physical space. By seamlessly integrating the worlds of art, design, and hospitality, Louise Roe has created an environment that not only showcases her design talent but also elevates the customer experience to that of engaging with an art form. It is a space where every detail is a brushstroke, every service a gesture of hospitality, all contributing to a comprehensive and memorable brand experience.
As Roe Bar continues to trend on social media and attract visitors from around the world, its success underscores the power of a well-executed brand identity—one that stands apart from traditional marketing to create a living, breathing art piece that invites interaction and appreciation. Louise Roe's gallery and café are not just places to visit; they are destinations to experience, reflect, and revel in the art of design.
