The first thing that strikes most people when they meet Björn is his energy level. An architect and visual communications designer by training, the international head of design for Pret A Manger considers himself a passionate and quirky individual who pays careful attention to details – the latter being part of his German heritage. Most of all, he is persistent. After years as a design entrepreneur in his native Berlin, he worked on the interior design of Virgin Atlantic’s Upper Class Clubhouses. Then, in 2009, he joined Pret A Manger in a newly created post that spearheads an innovative design direction for the London-based sandwich company.
“Being a designer is 24/7,” Björn states. “It is more an attitude and passion than a just job. My goal for Pret A Manger’s store design is to create something that is as equally beautiful as our products and makes customers and staff happy. An interior design and shop experience that communicates Pret’s core values.
Pret has always been a pioneer. I just want to take Pret to the next level, as it’s more about evolution than a revolution. “Giving Pret a hair cut” and moving on to a lighter, fresher and more natural look with a wink. Literally opening the curtains to let the light in and to create a seamless transition between inside and outside. My job is about creating beauty and make customers smile in our shops as well as building a strong brand architecture presence.”
Founded in 1986, Pret A Manger has stores in the UK, New York City and Hong Kong, with some locations purely take away and others with a dine-in component. The company believes that everyone is a potential customer, as everyone deserves a healthy, delicious treat. As part of its philosophy, each shop has its own kitchen for on-site and “just-made” preparation of baked goods that guarantees the freshest possible products.
Although it has a global presence, it strives to listen carefully to what each location is looking for. “Pret cares about its local customers and will listen to their feedback,” Björn says. “It is not just about taking a business model and shop design and dropping it into a different culture. Our customers build a relationship with the staff that makes their food and coffee every morning.”
One of its busiest shops in Hong Kong is a take away and dine-in shop on the B3 level of Three Pacific Place. Björn found the site challenging since it faces busy pedestrian traffic, being a vital link between Admiralty MTR station and the Starstreet neighbourhood. “This is a very long, L-shaped shop,” explains Björn. “I wanted to create quiet zones for people who wanted to have a moment to enjoy lunch or meetings. This was done through lighting and furniture. The design of the shop is very open and approachable.”
Björn feels that Starstreet’s unique mix of architecture gives it vibrancy. “It is close to Central and Causeway Bay, making it a great location,” he notes. “I love coming to this area. There is a good blend of high and low rise buildings with large and small shops.”