Arments Pie and Mash Shop Promo

People, Place, Pie
Our recent project with Arments Pie and Mash in South London. Brief - To capture the essence of Arments.
We broke this down to 3 key things we believed were the soul of a Pie and Mash Shop.
1. People - The characters on both sides of the counter who create the atmosphere and welcome you can only get in a Pie and Mash shop or a proper local boozer.
2. Place - The surrounding area of the shop, the community Arments serves and the community that serves Arments.
3. Pie - The honest, good quality and reasonably priced traditional food that warms the cockles and sparks debate of where’s the best, who’s the original, pie up or down and a million other discussions that hopefully rumble on forever.

We created a mini-documentary for Arments to try to capture this, and we also produced a series of photographs to compliment the doc.

The community around Arments is still a bit of a working class south London stronghold, yet to be gentrified, the proper street market and a handful of pubs, the lively high road of greasy spoons and bits and bobs shops and the characters that frequent them give more than a hint of old London. Change is on the horizon, in the form of the Lego like new builds at the Elephant and Castle end of the Walworth Road, but for now, Arments and its surroundings feel safe.

And the staff at Arments are central to building the welcome and warmth you feel as you step in. From the Family who have been running the shop for over a hundred years, to cooks in the bakehouse who work expertly and with a smile, to the women front of house who somehow manage to find the time in between serving so quickly and plating up perfectly, to converse with the customers, from the ‘How’s your day’ to the ‘Oh I saw your Peter got married, looked like a right good knees up’. They really make the place, and I guess the place has also made them.

As ever, if you or your brand want to discuss how we can help you with video/photography then please do get in touch

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