No small fry: Sergio Herman launches new luxury food concept Frites Atelier
Three years after the closing of his triple Michelin-starred restaurant Old Sluis, Sergio Herman is set to launch a brand new luxury chip shop concept in the Netherlands called Frites Atelier.
With a twenty-six year run in the business of elaborate recipes and fine dining, Herman decided to try his hand at an entirely new sort of food concept, and together with business partners Peter Coins and Lhassan Ait Ali, he set out to start a potatoe revolution.
Frites Atelier attempts to balance immaculate design with quality foods. Yet, it is a very different proposition to Herman’s existing restaurants, The Jane in Antwerp and Pure C in Cadzand, which have both also earnt Michelin stars. Atelier Frites is about creating accessible food, using Zeeland clay potatoes, a selection of sauces with no preservatives or artificial additives and vegetables from Zeeland organic farm, Welgelegen. With long time design collaborators Studio Piet Boon in charge of the interior, the diner aims to showcase and celebrate Dutch culture and design. The studio deliberately chose to steer clear from the traditional chip shop and with mosaic tile flooring and bronze ceilings the look of Frites Atelier draws inspiration from the traditional French brasseries and restaurant Balthazar in New York. Bronze Frederik Molenschot stoves and hand-turned Cor Unum ceramic jars for the sauces dress the studio-themed eaterie. Employees are bedecked in Fashion for Companies clothing and the napkins display Kamagurka cartoons.
The first Frites Atelier has already opened in the Hague and more will follow in Amsterdam, Arnhem and Utrecht. The greatest anticipation is around the Amsterdam store, which is to be their flagship and is also home to the Atelier concept.