Harrods has launched its new Fresh Market Hall – the second stage of the Taste Revolution, the monumental refurbishment of the store’s historic Food Halls. Following the launch of the Roastery & Bake Hall, the Fresh Market Hall celebrates the everyday essential done exceptionally well, with provenance, convenience and seasonality at the forefront. Designed by David Collins Studio, the Fresh Market Hall takes inspiration from London’s buzzing food scene, with take home dishes from the Harrods Deli reimagined by Harrods chefs alongside a showcase of the finest fresh produce, meat, fish and poultry.
The design concept by David Collins Studio presents the food in a manner inspired by historical Harrods references, where organised abundance and vertical displays will show the very best produce, whilst the theatre of skilful food preparation is highlighted at eye level around the Hall. Simon Rawlings, creative director at the design studio, says: ‘This room marries shopability with immense drama of product. It’s incredibly important that customers feel inspired by the quality and freshness of the products with an ease of shopping. Our aim is to create a fresh food shopping experience which is the best in the World, and with the layering of product, the beautiful and appropriate lighting, and unique materiality, we will achieve a Fresh Food Hall that no one has ever before experienced.’
Each area is defined by full-height illustrative banners, representative of each food category. The artwork within each banner is cut from black metal, set against a white background and lit from above so as to be highly visible across the Hall and ease navigation.
At the heart of the Fresh Market Hall is the newly redesigned Deli, which offers a range of elevated classics including beef Wellington and salmon en croûte, as well as new dishes such as Asian slow-cooked beef short rib and the ultimate truffle macaroni and cheese. All the dishes are lovingly and freshly prepared throughout the day by Harrods' 150 in-house chefs, using ingredients sourced directly from the Food Halls.
'Opening the Fresh Market Hall will allow us to bring my team of 150 in-house chefs to the forefront, servicing our foodie customers directly and introducing the chefs’ brand new creations to the Harrods Deli counter. I can’t wait for customers to taste the new dishes!' says Harrods executive chef, Andy Cook.
Alongside The Deli is the Rotisserie where customers can select rotisserie chicken, and can enjoy the new must-have Sandwich of the Day made with signature sourdough that’s baked fresh every hour in the Roastery & Bake Hall.
Next to The Deli is the fruit and vegetable offering, where customers can choose from a showcase of the freshest produce curated by season. The fruit and vegetables in the Fresh Market Hall are sourced from around the UK and abroad, with a focus on freshness and seasonality. Harrods customers have the opportunity to create a unique dish at the new Vegetable Butchery where they can customise chops, mixes and readily prepare any vegetable mix desired.
The fish and meat counters feature the finest harvests from land and sea, celebrating British produce alongside the best international breeds. As well as offering an eclectic selection of both fish and shellfish, the Fishmongers also offers filleting, hand-carving and seasoning services. At The Butcher, customers can choose from a selection of British specialty breeds and seasonal game, as well the best cuts from around the world including Kobe, wagyu, Pyrenean lamb and Iberian pork.
The Harrods’ Charcuterie counter celebrates Harrods’ unparalleled relationships with some of the world’s best suppliers including Joselito, which produces Cincos Jotas ham – known as the finest ham in the world. Cinco Jotas allows Harrods access to selected 200 limited-production legs, each of which are available to purchase whole or sliced. For customers looking to broaden their cheese choices, the newly created Truffle Table offers the indulgent option of sprinkling white or black truffle over their selected cheese.
The Fresh Market Hall also welcomes a diverse range of partner brands. Authentic artisan Italian brand Pasta Evangelists joins Harrods as its first retailer to offer an array of its signature dishes fresh to take home and cook, or served warm to take away. Meanwhile, Karma by award-winning chef Vineet Bhatia brings a revitalised offering of Indian classics, hot soups, roti rolls and salads inspired by his childhood in Mumbai.
'It’s an exciting time to join Harrods and continue The Taste Revolution into its next phase. Harrods has always been a leader in the world of fine food. The launch of the Fresh Market Hall celebrates our unrivalled access to the world’s finest suppliers, as well as the skills of our talented in-house chefs who prepare our new revitalised Deli range each day for our discerning customers,' says Chris Dee, director of Food and Home at Harrods.