The new JOE & THE JUICE store on Paternoster Row is a 150 sqm store located in an area known as St Paul’s Churchyard in London. With a variety of high level, banquette and lounge seating the interior offers JOE’s fresh menu to commuters and tourists alike.

Taking inspiration from the history of the location the focal point of the store features a library with soft lighting and framed photography. From the 16th century Paternoster Row was known as the literary centre of the London publishing trade, home to booksellers, printers and stationers. The library lounge is cocooned with walls in a vibrant green paint spilling across the ceiling and reminding customers of the refreshing juices on offer as well as creating a welcoming and cosy place to sit.

Natural wood finishes paired with a warm toned limestone floor and Danish furniture compliment the green of the library area as well as balancing the fresh white of the rest of the interior that brings an invigorating energy to the bustling counter area.