Making Everyday Magnifique for St Pierre

Over the summer Quantum had the pleasure of collaborating with the UK's favourite brioche brand, St Pierre, to bring an authentic Parisian bakery experience to the heart of Covent Garden's main Piazza!

Visitors enjoyed an array of artisanal savoury and sweet brioche buns served from Quantum’s custom-built kiosk. Adding to the French charm, Quantum even had an accordion player to draw in and serenade the crowds beneath the iconic Eiffel Tower setting.

St Pierre are on a mission to bring the joy of French bakery to brioche lovers around the world.

They believe in elevating the everyday, and making every moment “magnifique”. To Quantum, that means bringing a little taste of Paris to your everyday lives, for a touch of sophistication with every meal.

Food has the power to transport us to places we dream about. With the arrival of summer, our thoughts turn to escaping the every day and affording ourselves a little luxury and guilt-free indulgence.

In order to make a real impact on today’s consumers, Quantum needed to create an experience that showcases St. Pierre products as authentically Parisian, superior to generic store brand alternatives, and a perfect accompaniment to a relaxing summer picnic.

Quantum concepted, designed and built an authentic Parisian garden experience in the heart of Covent Garden's main Piazza with their bakery selling filled mini brioche buns!

Over the four days of the activation, visitors enjoyed an array of artisanal savoury and sweet brioche buns served from Quantum’s custom-built kiosk. 

Adding to the charm, Quantum hosted authentically French experiences to drive sampling and brand awareness, including Quantum’s love lock bridge, portrait artist and even an accordion player to serenade the crowds beneath our iconic Eiffel Tower setting.

Food has the power to transport us to places we dream about, and with our activation taking place at the heart of the summer season, the team at Quantum’s thoughts turned to escaping the everyday and affording a little luxury.

Quantum worked with some standout talent, from Quantum’s head chef to their surprise and delight fashion illustrator and accordionist to really bring the passion and vibrancy found in a Parisian summer to Covent Garden.

The project launched in London, Summer 2023.

Over the weekend, over 5,000 mini St. Pierre buns were sampled, more than 500 buns were sold, and 35 VIP bun boxes were handed out to influencers.