Chic chain: Alejandro García Urrutia’s Creoquete takes a bite out of classic morsels
![Thus Creoquete, his chic chain of epicurean croquettes, was born](https://cdn.mos.cms.futurecdn.net/8KML74VUcuHoiMqgNHpzHU-415-80.jpg)
The humble croquette is getting a gourmet makeover, courtesy of Valencian chef Alejandro García Urrutia.
Having garnered international success – and three Michelin stars – Urrutia has returned to what makes him happiest: simple, traditional foods with the ability to both comfort and amaze. Thus Creoquete, his chic chain of epicurean croquettes, was born.
Urrutia has turned the well known concept of the boutique chocolaterie – whereby bite-sized delights are elegantly displayed in a dedicated space – on its head with his selection of inventive savoury and sweet treats.
Aiming to appeal to as wide an audience as possible, Urrutia's recipes range from the classic ham and cheese varieties to more elaborate concoctions (chicken and Frankfurt sausage, beef casserole with sweet wine, langoustines in salsa verde) as well as sweet alternatives (rice pudding, cheesecake with strawberries and cookies, Nutella with crunchy hazelnuts), vegetarian options and even gluten-free iterations.
The store concept and branding, designed by Atipo, incorporates the texture of a croquette in a modern and playful manner. At once illustrative and amusing, the ellipsis is said to also represent three morsels while adding a playful twist to the naming of the brand. (The motto 'creoquete… encantan nuestras croquetas' translates as 'I think you will… love our croquettes'; the clever play on the French origins of croquer and the Spanish pronunciations of Creo/que/te.) The idea of texture comes into play in the physical stores as well: a stark juxtaposition between the earthy wooden counter – supposed to represent the crispy outershell of the fried bites – and the striking white storefront, reminiscent of creamy bechamel, provide a striking and contemporary twist to shops. Found in Valencia, Zaragoza and Gijón, all stores follow the same design.
The franchise's latest expansion comes in the guise of the Creoquete truck, just in time for the summer holidays and festivals.
Urrutia has turned the well known concept of the boutique chocolaterie on its head with his selection of inventive savoury and sweet treats. Pictured: Creoquete's Gijón store
Aiming to appeal to as wide an audience as possible, Urrutia's recipes have expanded on the classic ham and cheese variety. Pictured: chicken and Frankfurt sausage croquette
Pictured: rice pudding croquette
Pictured: blue cheese and walnut croquette
Pictured: cheesecake with strawberries and cookies
The franchise's latest expansion comes in the guise of the Creoquete truck, just in time for the summer holidays and festivals
For more information, visit the Creoquete website
Photography: David Fernández
Wallpaper* Newsletter + Free Download
For a free digital copy of August Wallpaper*, celebrating Creative America, sign up today to receive our daily digest of inspiration, escapism and design stories
-
Take off: Mathieu Lehanneur's Olympic Cauldron rises into the Parisian night sky
The Paris 2024 Olympics’ opening ceremony was closed with a soaring cauldron spectacle that will go down in history
By Hugo Macdonald Published
-
Phaidon’s new Graphic Classics is a lavish greatest hits of graphic design
Graphic Classics is a compendium of seven centuries of visual culture, from the everyday and ephemeral to visionary works that reshaped our world
By Jonathan Bell Published
-
Birley Chocolate hits the sweet ’n’ chic spot in London’s Chelsea
The new Birley Chocolate shop, a sibling to Birley Bakery, is a confection of colour as delicious as its finely crafted goods
By Melina Keays Published