Atelier Nicolas Perrotet website uses a bespoke typeface called 'Rural' and designed by Joel Passieux

I’m sure Eric Gill think it’s highly original.

What Frode means is that this looks like yet another version of the typeface created by Gill as a guide for the sign-painters of W.H. Smith & Son shops, AKA Gill Facia:
http://typophile.com/node/120696
http://typophile.com/node/100875