Located in the historic square of Egertorget the building's facade belongs to the era of Norwegian National Romanticism movement which grew into popularity for its ornate detailing. Combing both the location's and brand's historical legacy Omhu and creative agency Today Oslo took inspiration in their richly documented history to remodel a space for Samson that was inherently linked to their past.
Drawing inspiration from the Samson photo archive, Omhu has crafted details that echo the past, reimagining and modernising items that once graced the original space. The gold foiled, lattice ceiling was revitalised and custom brass lamps hang once again in their original setting. Pleated curtains adorn the windows next to warm golden oak wall paneling below fabric covered acoustic paneling. The highly sophisticated acoustic technology from Kvadrat is integrated seamlessly with traditional wainscot paneling to combine excellent modern acoustics with classic detailing.
Omhu developed bespoke wooden edged bistro with a Carrara marble insert upon an embossed cast black iron base to pair with a deep brown classical bistro chair. Atop the table's gleaming marble surfaces sit delicate fabric lamps, filling the space with a soft and intimate ambience. The columns throughout the space are treated with wainscotting and ceramic bell sconces from British manufacturer, Corston.
Deeper into the seating area, a rich chestnut brown leather upholsters the comfortable banquette sofas that strongly characterise the space. Small booths line the perimeter enclosed with smoky mirrored walls expanding the perception of the space. Half-high, rounded oak walls topped with ornate detailing and banded below with brass finish off the romantic booth seating.
But without a doubt the crown jewel of the space gleaming with gold-leafed letters, brass fixtures, soft taupe tiling, golden carved oak, and filled with wholesome freshly baked goods is the grand & gleaming bread shelf. Inspired by the history of the bakery itself, the back counter references Samson's apothecary-like shelving that once graced the cafe's walls, floor to ceiling, during the 1930's.
To further celebrate the space through the century, Omhu pulled references the archives of highly embellished, counters and displays, re-imagining them into a modern functioning refrigerated display case to house Samson's famous buns, cakes, and wide assortment of edible delights. Cream lacquered wood, an intricate oak top, and polished Carrara marble top form a free standing counter that usher visitors into the space and welcomes them with fresh goods.
W.B. Samson Egertorget is a creative collaboration between Omhu and longtime creative partners, Today Oslo who together have developed the brand identity into a rich and atmospheric experience. From water-jet-cut solid brass lettering to carved oak letters with hand-painted gold leafing the brand identity is authentically designed into the entirety of the space that richly celebrates the essence and spirit of the W.B. Samson brand.
