Sometimes new formats really can surprise and the opening of a Veggie Pret on Great Eastern Street in London is a case in point.

Designed by the retailer’s creative team, working with consultancy Your Studio, the second Veggie Pret follows the pilot store that opened in Soho last year.

It is testimony to the strength of an idea that was originally targeted to underperform a standard Pret A Manger.

Hipster demographic

In the event it traded considerably ahead of expectation and the new store, in the heart of modish Shoreditch, looks set to do the same, when the local hipster demographic is taken into consideration.

In essence, the interior is very much like any other Pret A Manger, but much of the detailing is bright green, alerting the somnolent and those who can’t be bothered to read, that a baguette with prosciutto is not on the cards in this one.

The sober grey exterior contrasts with the bright green and white graphics, ensuring it stands out from the many other food offers in the area.