Tory Burch Connects a Violet Cakes Café and Exclusive Romy Bags at Selfridges

Created with Yarō Studio and Magnus Gustafsson, the concept uses the travel trailer as a design reference. Under the Duke Street Canopy, a customized Airstream houses the Tory Burch x Violet café. Inside the store, a giant metallic Romy bag anchors the retail installation, with curved panels and rivets echoing the trailer.

A Food Partnership With a Brand Connection The café serves coffee and bakes from Violet Cakes, the London bakery-café founded by Claire Ptak. Tory Burch connects the partnership to its support for women entrepreneurs and the Tory Burch Foundation’s focus on women’s economic power.

That gives the collaboration a rationale beyond adding refreshments to a shopping visit. The bakery brings its own product and founder story to the experience, while the accessories installation presents Romy in different materials, shapes and sizes.

Exclusivity Gives the Visit a Product Purpose The assortment includes the Romy Distressed Bucket Bag, which Tory Burch says is available in Europe exclusively at this location through the end of October…