The new store on Brompton Road, London, which opens on 14 July, will be the firm’s 27th in the capital. The store will be decked out in the red, white and blue tricolour of France, for a three-day period of celebrations, starting on Bastille Day and featuring Patisserie Valerie can-can girls.
“We pride ourselves on being different and innovative both in our food and indulgence offerings – and also the way that we plan to surprise and entertain our customers,” commented chief executive officer Paul May.
“On a serious note we felt that many current themed occasions, such as Valentine’s Day, have become over-commercialised and tired. We felt that the new opening gave us the opportunity to do something different.”
The firm will also be producing special limited-edition cakes from its indulgence range for the launch.
There will also be a special in-store exhibition by local artists, with the opportunity for customers to pick up some new artwork.