Wheelcakes are deliciously soft, gooey and fluffy Taiwanese pancakes with creamy fillings in a variety of flavours including adzuki bean, chocolate, matcha and vanilla custard. Having established a cult following through their Spitalfields Market kiosk, Wheelcake Island approached Rock+Poppins to help them build their brand profile and establish a unique new look for their specialist food offering at Westfield, White City. As we have worked for over 10 years with many clients at Westfield, we were uniquely positioned to help Wheelcake navigate the design approval process. We successfully designed and delivered their next-generation food kiosks....and took great pleasure in sampling their wares along the way!
As Wheelcake Island is a food kiosk, we had to truly understand our client’s operation methods and the full ‘cooking & serving’ process - all the elements had to be in the optimum position to ensure a seamless production line. Once these key elements have been understood and identified, we can then start to layout the components and look at the actual design & its aesthetics. In this instance, the client really wanted to create a real sense of the original food markets from their original home in Taiwan but add a twist of modernity to it. This led us to create several monoliths which were intended to reflect individual market stalls, each with their own materiality and authentic attitude.