Mobilisation Générale was born one evening during tidying up, when Charlotte Schneider decided to mismatch the horde of Playmobil...
Midway between a pastry shop and a tea room, in the 10th arrondissement of Paris, lies a new haunt for those searching for tastes of the gourmet. Yann Couvreur, a young patisserie prodigy quit the office life to open the Goncourt shop he had been dreaming about for much time. Between viennoiseries, pastries and cakes, not to mention his signature dessert of vanilla mille-feuilles Madagascar, the choice is difficult. Proven by the fact his shop is never empty!
Yann Couvreur Pâtisserie – 137 avenue Parmentier, 75010 Paris.
Why the fox as your emblem?
I think the fox is a rather smart and elegant animal. When I was younger, I lived near the border of a forest and they crossed over all the time. I was always fascinated by them. It is also an animal that likes to eat quite a lot of the products I use in my shop; fruits, plants and dried fruits. We both have a little red hair too!
What was your background before starting this project?
I studied in France and started late in the world of pastry. I travelled a little, in particular Saint Barts, where I obtained my first place as head pasty chef, at the Hôtel du Cap-Eden-Roc. Then, back in France, I worked in various luxury establishments, Burgundy and Prince de Galle for example. The equipment that was readily available to me at these places really allowed me to experiment and forge a love of product quality and technique precision.
How did you select and how to you define the kind of aesthetic in your shop?
I wanted a space that really looks and feels like me, a friendly place that’s not flashy and that was fitting of the neighbourhood. I collaborated with Philipe Di Melo, who created all the visual identity you see in the shop. We used raw and natural materials like wood and stone. Everything has an association to the seagreen colour and the copper highlights. The impression s one that gets the point across without anyneed for fuss. Plants were also included, they create a feeling of life and warmth. The idea was to have the kind of place you would want to stay; sit at the table, read a newspaper, take advantage of the wifi, drink a coffee or to have breakfast.
What kind of tastes and flavours do you offer?
There are various pastries and similar products, cakes to be split, sweets, tarts, a certain number of seasonal creations and dessert plates which are specially prepared at the counter by request. The desire really is to propose a patisserie that’s high-end yet plain, whilst favouring the local producers and season produce. I really like to push the boundaries but without taking people for guinea pigs. I look to the benchmarks of pastry and consider reassuring accompaniments that everybody knows like chocolate, caramel, strawberries and so on, then I’ll try with small touches of risk to make a subtle marriage of flavours. The idea is not to frighten but rather to stoke the fires of curiosity. For example, for the eclairs, there is a version of chocolate / tonka bean and then another version of milk chocolate / coconut and finally the most original of mocha / aniseed. There is also a selection of drinks; tea by Le Parti du Thé, fresh juices and coffee from l’Arbre à Café, it is a Brazilian coffee, very round with a slight touch of acidity which complements the desserts and sweets.
Why Goncourt and the 10th arrondissement?
This is an area I love and where I have lived for years. For me it really represents the Paris of Parisians due to the diverse nature.
Ideas for the future?
The short term vision at the moment is to have the shop be at its most effective and adapt well into the area, thus continuing to excite and progress.
Credits : Eve Campestrini @thesocialite family