sawasdee london!
VE/LA arrives in Mayfair
The Bangkok-born specialty coffee and matcha house begins its global chapter at 46 Maddox Street, marking the first time a Thai operator enters the UK Market.
Why London, Why Now
London was selected as VE/LA’s first international city in late 2023.
“It felt like the hardest puzzle to solve,” says Prasitrattanaporn. “One of the most expensive markets to operate a business. The furthest from home. Highly localized boroughs that each require their own understanding. For us, London felt like the door to the global market.”
Many cities were considered. London won.
Emotionally, the city has long held significance. “It was where I visited often when I was growing up with my family. After high school graduation, most of my friends studied here, so I found myself coming back again and again. As far as it is from Bangkok, it always felt like the second city in the world I felt closest to.”
Strategically, London mirrors VE/LA’s philosophy of daily ritual. “London just moves. Morning coffee, afternoon meetings, calm solo moments. It fits our belief in a fulfilling everyday ritual.”
This is not an experiment. It is a long-term commitment to international expansion. This UK opening sets the trajectory for VE/LA’s next chapter.
Stripping Back to the Core
Unlike previous openings in Thailand, the London flagship intentionally strips the brand back to its essentials.
“In a new city, the idea was to make something that is classically and traditionally VE/LA. This is one of the most honest expressions of the brand we’ve ever done.”
The signature VE/LA cups, the brand culture, the guiding philosophy, the coffee, the matcha, the tea. The entire core remains untouched.
The only adaptation is operational. The menu has been streamlined for quicker service and optimized for a hot drink culture. Flavor profiles have been adjusted slightly for the UK palate, while maintaining the brand’s signature character.
Our story begins with a 16 year old boy in his bedroom
VE/LA’s origin traces back to a sixteen-year-old boy during a global lockdown.
Between cancelled exams and unfinished canvases, Pete dreamed of building a small art store where creative people could gather and discover beautiful tools from around the world. During construction, an empty corner sparked a new idea. On New Year’s Eve, that corner became a tiny coffee bar.
At the time, specialty coffee & matcha menus in Bangkok felt inaccessible. Roast levels and processing methods were listed without clarity to new beginners. So he created a simpler language. A gradient inspired by sunrise and sunset. Two coffees tied to feeling rather than jargon. Dawn, bright and fruity. Dusk, darker and gentler.
“Vela,” the Thai word for time, felt right. The slash between VE and LA quietly referenced the hands of a clock.
The coffee bar opened in March 2021. By the second weekend, the queue stretched out the door. Within eighteen months, VE/LA signed leases for three Bangkok malls. Cafés evolved into Studios. Retail expanded into VE/LA at Home.
From a bedroom to Mayfair, what connects the two moments is belief.
“There were years where stress made me pragmatic. People close to me said I lost that spark in my eyes. We had failed proposals, unapproved leases, setbacks that kept us up at night. We almost gave up on international expansion entirely.”
Opening in Mayfair brought the wonder back.
“It reminded me what us and the brand itself is capable of. It feels like fresh eyes again.”
A Contemporary Expression of Bangkok
The design brief for Mayfair was direct: an unapologetically contemporary expression of Bangkok.
Within the first ten seconds after entering, the space is meant to feel cozy.
Warm wood tones, white orchids, handcrafted vases, and subtle Thai-inspired menus bring Bangkok’s hospitality into a classical European architectural shell. The building at 46 Maddox Street is a listed building, meaning the façade remains untouched. The street itself carries cultural weight, with The Rolling Stones’ first office once located in the flat above.
“It was important to respect the history of the street while infusing the space with Bangkok sensibility.”
At the center of the bar stands a wood terrazzo countertop, designed as a sculptural focal point. Seasonal light patterns were studied carefully, ensuring that shifting daylight across London’s seasons would always preserve a sense of warmth inside.
The space spans a ground floor coffee bar and a basement seating area, establishing Mayfair as a true flagship rather than a test concept.
Coffee and Matcha, Equal Reverence
VE/LA describes itself as a specialty coffee and matcha house, not just a coffee brand.
“We want to become the first true global independent chain that takes specialty coffee and matcha equally seriously.”
The London menu highlights four hero drinks:
Bangkok Latte : A coconut-infused latte inspired by stories of the brand’s hometown, exclusive to London
Kaimook Boba Latte : A cult favorite from Bangkok, putting both boba and coffee in one drink, because why choose?
Cloudy Matcha : Sundown matcha topped with signature crowd favourite VE/LA cream top
Airecano : A contemporary take on a espresso-based creation
Beans from VE/LA’s classic selection are roasted in Thailand and imported to London. Standardization and training ensure consistency across continents. Some team members relocated from Bangkok to help anchor the culture and operational standards.
Hospitality, in the VE/LA language, means friendly, heartwarming, and personal.
Challenging Perceptions
As the first Thai specialty coffee and matcha chain to open in the UK, VE/LA is conscious of representation.
“We want to show a contemporary side of Bangkok and Thailand. We are a developed metropolis. Thai specialty coffee is world class.”
The brand hopes to contribute to London’s coffee landscape as an independent, design-led, specialty-first player. It aims to join the everyday conversation, the daily rhythm of the city.
Parallels between Bangkok and London are visible in their laid-back social energy and strong café culture. Both cities thrive on flowing conversations and the rituals that shape them.
The Road Ahead
Mayfair is the first step in VE/LA’s global path. More UK locations are planned, though expansion will remain deliberate.
“We believe in restraint over expansion at all costs. We only choose spaces that feel unapologetically VE/LA.”
Sustainable growth, for the brand, means becoming something customers fall in love with.
A Personal Milestone
For Pete, the opening carries weight beyond business.
“It is a huge accomplishment in life to have made this happen. The team has matured in ways I am incredibly proud of. Our product has travelled halfway across the world and people are excited. I receive messages every day from people who cannot wait to visit.”
What does home mean now that VE/LA has crossed continents? “Anywhere the right people are.”
And what does he hope Londoners feel when they step inside? “That they’ve found something that feels like them. Something easy to fall in love with.”
