For now the sign says the coffee & the cake box, but that'll change as soon as they get the pizza oven in, up and running.

The guys from Story Deli have re-emerged and relocated a few hundred yards away from their original site, from which they disappeared suddenly and unannounced a few weeks ago.

This new space is smaller and certainly has less passing trade, but no one's complaining.
Since 2004 the Deli was a popular fixture on Drays Walk, just off Brick Lane. Even when the main street began to morph into a mini version of Camden Market, people still travelled miles to sample the Deli's unique pizza and equally inspiring interior.

The Deli was in truth just a natural extension if their shop, which in turn was just an natural extension of their style and interests.
If you imagine a modernist approach to Provence lifestyle, informed by issues of sustainability and fashion, then you might get a vague picture of their original store, selling vintage and recycled product including clothing, jewellery and boxes.

The boxes, which double as storage and seating became something of a signature in both spaces.
In the beginning the Deli started selling a wide range of food, but it quickly become obvious that the organic pizza - using imported flour from a region in Italy and bottled water as part of it's recipe - was the thing people demanded most.

While many stores and galleries came and went and the areas' popularity increased beyond recognition, the Deli was a seemingly stable part of the diversity of the off-street, loaded with character and individuality.

Then, suddenly, not long ago, the unimaginable happened. The Deli disappeared as if over night.

Now they're back in a space just a stones' throw from Shoreditch House, Les Trois Garcons and Redchurch Street.
With easy access from Shoreditch High Street Station, it's likely that they'll be repeating the success they had on Drays Walk in no time at all - once the oven arrives, of course.
StoryBox / PizzaCafe / The Scooter Shop / 66 Scalter St. E1 6HR / info@storydeli.com