W8’s Best Chair

The High Street Seat

I have found the perfect seat in London. Fifth from the left, two to the right of a pillar that separates the glass windows in half, it is situated at the best angle for an unobtrusive view of High Street Kensington. This chair has been worn enough that it has lost its industrial crinkle and shape, but not worn to the point where you are uneasily inclined to question who has sat in it before you. With stiff enough back-support to be conducive for working, but comfortable enough to want to stay, this particular chair is perfect. 

Located on the first floor of the Whole Foods Market on High Street Kensington is a seating and canteen area. Branded on their website as the perfect place for “lunch meetings, people watching, and you time”, it is rarely empty (Whole Foods UK). There are seven of these leather chairs directly in front of the large windows that overlook High Street. The competition for these seats is ridiculously entertaining; between the peak business hours from 12:00 to 16:00 on Saturdays and Sundays a most amusing phenomena can be observed. The lone Whole Foods regular – although these leather chairs are not loveseats in the slightest, there is the occasional couple who manages to make it work – will summit the cement stairs towards the seating area with a searching, hopeful gaze. If a foot, or crease of an elbow, or a stray hair peeking out from behind the grand back of every chair indicates the seats are all taken, an unconventional queue begins. Each person proceeds to sit at one of the nearest tables and unpack their belongings. They do this just enough to look settled and unbothered, but only just. They must be prepared to pounce as soon as a chair becomes available. 

The Whole Foods Market opened in Austin, Texas in 1980. Since then it has become a multinational corporation with hundreds of stores across the United States and a few in the United Kingdom. The company prides itself on only carrying products that are free of hydrogenated fats and artificial colors, preservatives, and flavors. They uphold the equal pay for equal work mandate under the UK government, and advocate against the gender pay gap and human trafficking. As the company believes “living well begins with eating well”, customers can be assured that all their products are of top quality and have been responsibly sourced at every point in the supply chain (Whole Foods UK). Although this lends to the success of Whole Foods in a market of consumers that are more health conscious than ever, it still does not explain the popularity of these chairs. When Whole Foods opened, whose idea was it to have the leather loungers? Upon careful consideration, it seems this particular Whole Foods was more than a lucky anomaly with a space and building layout so attractive to its clientele, and it was more than a modest genius behind the design of this canteen area.

The design of Whole Foods’ seating serves to highlight the prominence of shared spaces. Spatial analysis inspects the relationship between the architecture of physical spaces and the themes in human engagement and socialization. On some level, these relationships are quite obvious, yet at other levels quite subtle;  certain patterns suggest that human behavior differs substantially depending on the physical space. Many theories and models exist on this subject, but most come to similar conclusions. Space is not a background to human activity, but is intrinsic to it, and in this way, “space and social relations not only share common ground but are dynamically related in social life” (Polla, Silvia, et al). In a city like London with a population of nearly nine million, there are mass amounts of people constantly interfacing in public spaces for work, pleasure, entertainment, or transport, and these dynamics are integral to the city. 

This being established, built spaces have a few features that correlate with positive social interactions, personal feelings, and increased human traffic; all of which are features that the canteen area in Whole Foods seems to have. The first is visibility. Beyond the large windows in front of the leather chairs, the entire floor plan and general layout of the market is open. Every product and person is on neat display. It may not be consciously recognized, but visibility is comforting. People like being able to observe everything going on around them. Simultaneously, when people are on display they tend to comport themselves in a more socially acceptable manner. This reciprocal relationship maintains the composure of Whole Foods, and is achieved optimally in their leather chairs. All of High Street is visible for whoever is seated, but the cocoon-like feeling of the chair allows for an extent of personal privacy. The designers at Whole Foods did not hesitate to take advantage of this arrangement, and they make sure it is well advertised. The High Street Seat offers an idyllic opportunity to exist in this vibrant space without being too much on display.

The second feature of spatial analysis that Whole Foods excels at is accessibility. The importance of accessibility is acknowledged on their website under the requirements for real estate locations, where they outline the necessary characteristics for potential franchise locations as “excellent visibility, directly off of the street, and must be located in a high traffic area for foot and/or vehicle” (Whole Foods UK). This Whole Foods is accessible in a number of ways. A few steps from the main shopping street of the Kensington Borough, the doorways are wide and always open. The inside is complete with multiple sets of stairs, escalators, and elevators to enable every type of customer imaginable, and their grocery carts. 

Movement is the third characteristic of an optimal space. Within Whole Foods movement is necessary and even encouraged. The aforementioned lifts and sets of stairs can be used to move vertically throughout the market, but each floor itself is expansive with easily navigable aisles and products lining every wall or shelf. The space attracts movement inwards from the street outside, and once inside the human traffic is guided through bountiful free sample stations and healthy, fresh options for purchase. The organization of Whole Foods encompasses more than just the comfortable shared space upstairs, but assures the entire establishment is inviting for many different types of people. 

These different types of people are also integral to the popularity of the High Street Seat and Whole Foods itself. We have already established that the franchise is deliberate in placing its markets, and the Kensington location is no exception. In 1963, thirty-two new London boroughs were formed with the intent of maintaining efficiency with respect to size, but also having a strong sense of local identity (Evans). Kensington and Chelsea was once such borough. The prefix “Royal” was given to the borough in 1901, but it had long been considered one of the wealthiest boroughs in the country, and had rivaled the West End as a popular shopping district since the nineteenth century. Quite an extraordinary ethnic and cultural diversity defines the borough, with nearly half the residents coming from outside the UK. It is the smallest borough in London, but has the highest residential density. Forty-five percent of the homes – especially expensive family homes – being owned outright (UK Gov). Perhaps the most interesting demographic to note is one that correlates with another of Whole Foods’ stipulations regarding location requirements. In addition to the earlier ones on busy, visible, and easily accessible areas, they also cite that potential real estate locations “must include a large number of college-educated residents”. Coincidentally, most of the demographics in Kensington are married, in very good health, live in the UK’s social grade of AB as high ranking professionals, and have completed further education (Wired Software Ltd).

Now, not only do the studies on ideal spaces align with the physical design of Whole Foods, but it appears the customer base has been selectively targeted as well. Having the right kinds of people patronizing your business on a regular basis makes a difference in sales, and cultivates a particular atmosphere; an atmosphere that is conducive for lingering around in chairs. The people that Whole Foods unashamedly targets are united predominantly by wealth. Wealth is an enabler in many ways, but what matters for Whole Foods is that their wealthy patrons have the resources to care about health and leisure. They can afford to buy nice, all-organic products, not just for an occasional lunch, but to stock the refrigerators in their zero-mortgage homes. They have the money to go to fancy gyms nearby on a daily basis, and after going to the gym, who wouldn’t stop at Whole Foods for some guilt-free nutrition? If the residents are out of town, the market has the business of tired and hangry tourists who need a break from shopping on High Street and glide in through their big open doors. Leisure is a product of wealth that also benefits Whole Foods. Not anyone can afford to spend hours relaxing in the canteen area upstairs having multiple rounds of coffee or tea. The average worker is in and out with a quick meal-deal from Tesco before they have to be back to the office on their lunch break. 

In spite of this deliberate and strategic selection of the demographics in Kensington, Whole Foods manages not to lose its accessibility. Along with the mass of wealthy residents in the borough, there is quite a bit of disparity. Government subsidized housing makes up some of the remaining fifty-five percent of homes not owned outright, and historically the area has been composed of palaces on one end and pig farms on the other. We cannot forget that the Royal Borough remains “essentially a residential area for all strata of society”, and there are customers enjoying Whole Foods that may not even be employed (Wired Software Ltd). Outside the glass windows of the shop, there is always a homeless man who warms himself using building’s pipe-exhaust gusts. One of the many immigrants, ethnic residents, or sympathetic white shoppers may drop him a coin or a small grocery item just purchased along their way. It has already been established that the canteen area upstairs is open and free to all, so the workers are very discreet about escorting out anyone who has overstayed their welcome. The image of inclusivity that Whole Foods presents is important, and as image means so much in branding and attracting customers, there is no doubt much deliberation put into striking the perfect balance. Whole Foods has the secret recipe for Teriyaki Tofu and for successfully welcoming in everyone, while securing the patrons whose business pays off. 

We have inspected the space and the people separately, but space and people are interrelated as well. The people shape the spaces they are in just as their interactions are shaped by the spaces. In order for this duality to exist in a constructive way, the space must be well-designed and conducive to socialization, while the people in the space must be, a majority, well-designed and conducive for socializing. Hillier and Hanson are the authors of the book Social Logic of Space, and introduced the idea of patterns of encounter versus avoidance among humans being influenced by space (Polla, Silvia, et al). Whole Foods works to manipulate their space so that encounters are encouraged; instead of conserving the traditional shopping experience, they shape a new one. The friendly atmosphere removes the procedural and mundane qualities of getting groceries and turns the shopping experience into a pleasant meander down aisles. The staff will happily chat to you about this low-carb lentil puff, or why the usual Medjool dates are temporarily out of stock. The large bowl of pesto samples accompanied by artisanal breadsticks attract many shoppers for seconds, not just you, and so exchanging shy smiles and laughs is a part of the Whole Foods experience for everyone. It may be a stretch to credit Whole Foods with this, but you could speculate that the sociocultural duality is even purposeful to an extent. They want to capitalize on the generative potential of space when it comes to new interactions. Besides, allowing a controlled mixture of people into their store serves as a psychological reminder to both groups of what they have, or don’t. While Whole Foods discriminates heavily in its locations and makes sure to set up franchises nearby the wealthy, it compensates for this with its design. The brand understands how to manipulate a space that will then naturally manipulate the interactions of the humans it attracts. The shared canteen is important because it helps cultivate the cohesive atmosphere of Whole Foods.

Let's return to the leather chairs and why they are so alluring. Beyond the thoroughly analyzed physical and mental aspects of the space that create a desirable environment, and the prime people watching down on High Street, there is something about the leather chair and the view that incites an appreciation for the place. Buildings are capable of communicating messages nonverbally. Furnishings and interior decorations play a role in maintaining certain aspects of a place, and the leather chairs are a trace of traditional London, a necessary continuity that connects the Royal Borough with the modern institution of Whole Foods. The history of a space should never be dismissed. Sitting in a chair like that, it is easy to forget you are in an American Whole Foods Market and be transported back in time. Whole Foods opened the UK's first organic superstore at this Kensington location in June of 2007. It opened in the building that used to be Barkers – the name is still visible on the facade of the market – which was one of the three classic department stores on High Street Kensington, and changed hands several times following the destruction of WWII. The Royal Borough of Kensington and Chelsea even attempted to experiment with the concept of shared space to revamp and save the building, but it ended up remaining empty for nearly a decade before Whole Foods inhabited the space (UK Gov). The origin of the building explains its open floor plan and prime location on High Street that contributes so heavily to what it is today. 

Although the use of the building is quite different than before, and many aspects of the Royal Borough have changed, it remains “a handsome populous place, well set on fine ground and esteemed of very good air” just as before (Evans). The real estate investors at Whole Foods wasted no time in identifying this, and part of their successful branding incorporates the impressive history of the place with their modern market. ‘Tapping into the roots’ has become a popular mask for expensive establishments, and people seem more inclined to spend their money if surrounded by stimuli that assure them they are in a nice, welcoming, and well-intended place without any harsh traces of consumerism. The architecture of the space and the pool of people that occupy it have been purposefully designed to optimize the Whole Foods experience and retain the customers inside for as long as they please. Everything works in concert to assure the manipulation remains underlying and the cogs on the wheels of consumerism and wealth shift seamlessly along with those of charity and compassion. 

So please, go find the chair and experience all of this for yourself. Suggested use for the chair varies depending on the time and the weather. If it is a rainy day, tuck into a book, or more likely your emails and social media with a hot beverage. The café upstairs recently introduced a White Chocolate Matcha Latte that would be perfect for indulging in while you people watch out the window or on your instagram feed. On one of London’s sunny days have a refreshing box from the salad bar, choose an ice cold smoothie from their expansive collection, or treat yourself to some mochi balls as you watch people move en-masse towards the green lawns of Kensington Palace Gardens with their green – made from 100% recycled paper –Whole Foods bags. Whatever you do, don’t dwell too much on why the particular location is so enticing and successful. Be cognisant of the inner workings of the Whole Foods on High Street Ken, and perhaps take a moment to see how the space is conducive to your interactions, or lack of them if you seriously sink into the leather chair. Everytime you exist in a public space you contribute to and are shaped by the dynamics. In London, in this market, in this perfect chair, consumerism, branding, wealth, socialization, poverty, inequality, and petty human interaction are all on optimal display. Leave the science of the balance to the great American market, Whole Foods, and just sit.