Lilly’s Café is a contemporary brunch and patisserie concept designed to delight the senses and elevate modern self-care. The concept includes refined pastry craft, creating a space where indulgence and connection coexist.

Developed by TGP International in collaboration with award-winning pastry chef Kimberly Lin, Lilly’s transforms everyday dining into a joyful, social ritual, where every visit invites discovery, and a little bit of magic.

The Brief

TGP International partnered closely with sister company Game Changers International to develop a fresh, contemporary F&B concept designed to stand out in a competitive café market while fostering genuine emotional connection.

The collaboration focused on creating a destination that balances indulgence with wellness, elevating the everyday café experience into something playful and engaging. Lilly’s was envisioned as a social, craft-led space appealing to families, friends and modern diners drawn to creativity and shared experiences.

Developing the Concept

Eponymous of the seventeenth-century English astrologer William Lilly, Lilly’s Café was conceived as a joyful celebration of brunch, patisserie, and mindful indulgence. The concept reimagines self-care as balance, where eating well and treating yourself coexist effortlessly.

Inspired by founder Kimberly Lin’s classical training and international experience, Lilly’s blends artisanal pastry expertise with a vibrant, contemporary café culture.

Drawing from Kimberly’s background at world-renowned institutions such as Claridge’s, The Savoy, and Dominique Ansel Bakery, the concept introduces refined techniques through an approachable and playful lens.

At its heart, Lilly’s is a place to gather and return to, where each visit allows guests to redefine what self-care means to them through a flexible, highly personalisable menu.

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Design Drivers

The design of Lilly’s first venue in Covent Garden, London—and which has since extended to other locations around the world—was driven by the idea of experience and movement.

Colour, aroma, and interaction were central to shaping a space that feels alive and ever-changing. Inspired by astrology and celestial themes, playful details, such as star-sign cakes and tableside tea-leaf readings, add charm without overpowering the refined aesthetic.

A key experiential driver was the use of trolleys rolling through the dining room, turning service into theatre. These moving moments spark curiosity, invite conversation, and transform dining into a shared event. The overall atmosphere balances brightness and warmth, delivering a modern twist on the traditional diner with an elevated, social edge.

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Communicating the Brand

Lilly’s brand voice is optimistic and light-hearted. Small touches like daily affirmations presented with the bill reinforce the café’s holistic view of self-care, while playful menu elements encourage exploration and choice.

Signature interactive experiences also bring the brand to life:

• BYO Salad Trolley - guests select from a variety of fresh toppings and dressings, creating a moment of connection and creativity.
• Chocolate Mousse Experience - white, milk, and dark chocolate mousses paired with an array of toppings, designed for sharing, experimenting, and delighting guests of all ages.

Every touchpoint, from menu language to tableside moments, is designed to feel personal.

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The Outcome

With a concept designed for expansion across key global dining destinations including London, Dubai and Riyadh, Lilly’s Café was conceived as a vibrant and contemporary dining destination that celebrates the art of brunch and patisserie.

With its balance of indulgence and wellness, interactive service moments, and strong culinary pedigree, Lilly’s is positioned as a place of discovery and memory-making.

By combining TGP International’s strategic concept development with Kimberly Lin’s award-winning pastry expertise, Lilly’s delivers an experience that is playful but also mindful. Each visit invites guests on a sensory journey where food tells a story and self-care is defined entirely on their own terms.

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Contributors

Jemina Adewole, Madeline McLeary, Gabriel Murray, Ruby Wand