Site-specific installation in Shenzen explores contemporary gender roles
Farmacy in London. From the food to the interior, everything is “green”. Words of Camilla
In Notting Hill, at the restaurant of heiress and entrepreneur Camilla Fayed, where the menu matches the décor. She tells us about it first hand
In London to discover Farmacy, the restaurant by heiress and entrepreneur Camilla Fayed. An oasis in the heart of Notting Hill where everything has been carefully thought in keeping with a coherent green philosophy and sincere belief and behavior, enhancing a sustainable and well-being culture.
We met Camilla Fayed in person in London, at the tables of Farmacy. Here is our spontaneous conversation with her on food, way of life and… design.
Camilla, would you introduce Farmacy?
It’s a plant-based restaurant, we serve 100% organic food: a sustainable way of eating for the environment and for our health. And we have an Italian Head Chef!
How did you come up with the idea?
I have been eating like this for many, many years and in London I knew there was nothing like this. So my idea was to bring this kind of food to London. I travelled a lot to the US to see what’s going on there, to California, New York, Miami… A lot of the American influence has come in, and it works…! You know? The British love what the Americans do and the Americans love what the British do!
As you were saying, you yourself follow this kind of diet.
Yes, absolutely, from many years now. I feel this way of eating is the most sustainable form of eating to the environment; if you look at what’s going on with climate change: all the meat, farming, animal represent its biggest reason. I see organic food not as a trend but as the future of eating. I come - and I eat - here everyday.
I can’t help but asking you what is your favorite dish from Farmacy’s menu?
Eh… my favorite dish? I like the Earth Bowls, the MACRO one in particular, with quinoa served with avocado, seaweed, and sauerkraut, steamed seasonal greens, sweet potato with a miso ginger dressing.
From the food to the ambience. Which are your design and interior choices to translate this philosophy into a physical space? We can feel and breath a very welcoming and serene atmosphere and spirit…
The idea is to bring a bit of outdoors inside. Because the menu, as I was saying before, is predominantly plant based, it’s about having the feeling we are surrounded by nature.
We worked very closely with Cada, a London-based studio specialized in restaurant concepts.
I love design, I love interiors, so I personally took care of all the feel and final touches: for the example all the bottles you see at the bar are from my house. Now my house is empty! I brought here a lot of my own things and collections. I do love antiques and flea markets.
And how about the materials?
All the wood is reclaimed and untreated. So nothing is new, so we are not chopping down any tree, and natural fiber upholstery. Plants are real and we are a plastic free zone, we don’t use anything plastic, even in the food storage and in the kitchen everything is made out of recyclable materials. We are sincerely environment-friendly.
Everything sounds very coherent…
Very, very coherent. It comes from the heart; for me it’s about integrity. Integrity about eveyrhing we are doing: so it’s not about some food and then everything is plastic. For me it’s a lifestyle, which is part of my life too.
And how about the location, you are in the heart of Notting Hill.
For me Notting Hill is very progressive, forward thinking, you know, you have Buddhism, a lot of organic restaurants, raw food, it’s like a village of well-being and wellness. And also it’s a community, no offices, a lot of schools, it’s very residential and with a big community feeling.
Another curiosity: the name Farmacy and your logo.
It’s from farm - where you grow vegetables - to table. And the logo means the strongest star in the zodiac, it’s like a force of light. We have a meaning behind every choice.
Before Farmacy, were you in other business?
I was in fashion, a totally different world but which I still love. Everything I learnt there I can bring it here. Working with food and people, it’s more grounding. But, as I saying, I do love design, colors and everything that has to do with fabrics.
To conclude, regarding design and furniture, what is your favourite style?
I love Retrouvius by Maria Speake. Beautiful. The are based in London and have the most incredible fabrics and blankets, specializing in the re-use of reclaimed material.
Farmacy - 74 Westbourne Grove, London
London Design Week collection
PAD London 2017 Best Stand winner talks about her philosophy
The installation everyone’s talking about in London
100% Design as seen by the director himself
Q&A's with Fiorucci CEO's Janie and Stephen Schaffer
Burberry's S/S collection launch & photographic exhibition in dreamy location
Design for social change at the London Design Festival