The London café scene has been rocked by the sudden and permanent closure of one of its most Instagrammable and celebrity-frequented spots. Palm Vaults, the iconic millennial-pink café in Hackney, has shut its doors for good following a massive public backlash over a controversial pricing policy.
The final nail in the coffin was a viral social media storm that erupted after a customer publicly complained about being charged a staggering £5 fee for a takeaway flat white. The post spread like wildfire across platforms, drawing widespread criticism and seemingly sealing the fate of the already struggling business.
A Celebrity Magnet Loses Its Shine
Palm Vaults wasn't just any coffee shop; it was a haven for the fashionable and famous. Its striking pink interior, lush greenery, and photogenic presentation made it a favourite backdrop for social media influencers and A-list celebrities alike. Superstar Rita Ora was among its most high-profile patrons, often spotted enjoying the café's signature colourful lattes and avant-garde brunch offerings.
For years, it stood as a testament to the power of aesthetic-driven dining, a place where the experience was as important as the coffee itself.
The Backlash That Broke The Business
Despite its popularity, the café had been navigating financial difficulties. Management cited the crippling cost of living crisis and soaring overheads as primary challenges. In a bid to stay afloat, they implemented a £5 charge on all takeaway orders—a decision that proved to be catastrophic.
Patrons and online commentators were swift and brutal in their judgement. Many labelled the fee as "outrageous" and "exploitative," arguing it was tone-deaf during a time of widespread economic pressure on consumers. The negative publicity from the viral post became insurmountable, leading to the immediate cessation of trading.
The Final Goodbye
The closure was announced abruptly on the café's social media channels. A statement from the management expressed profound sadness at the decision, directly linking it to the financial pressures and the recent public reaction.
The message thanked loyal customers and staff for their years of support, but the tone was one of defeat, highlighting the harsh realities facing independent hospitality businesses in today's market.
The shuttering of Palm Vaults marks the end of an era for London's trendy café culture, serving as a stark reminder that even the most popular and visually-driven businesses are not immune to public opinion and economic hardship.
