City blocks adorned with the illumination of store window displays can give the illusion of comfort as their warm incandescent light glows upon the passing commuter's face. Yet often, one is quickly reminded of February's unpredictable wrath when a strong gust removes any temporary oasis of pleasantries. Such is often the case in large metropolitan locales like Manhattan. The wind and chill that wrap a building’s base spontaneously can be as Christian Siriano, the fashion designer, would say “Fierce.” Often the abrupt temperature change can leave one scrabbling to complete their commute as they dart into the nearest subway entry to the underworld or retreat temporarily into a small café for a warm cup of a familiar friend ‘Joe.’ What was once a potential hide out of convenience, the corner bakery, is now emerging as anything but. Forget ‘Joe’ for you will soon be introduced to ‘Joseph’ and warning...you may not make your train. The Rise of Design in the world of confections and artisan bread making will have you drooling oh..any your taste buds too. Image below Source: http://dominiqueansel.com/the-store/
Once inside, the artistry of the manipulating the yeast becomes as important a visual display as the interior itself. Once banished to sub lower levels or in the case of Moonstruck/the movie…around the corner and then down a level, the physicality of the making of bread is now center stage sans sweat. There is a new reverence for the process and the bread maker, it seems anything that celebrates ‘craft’ is beholden these days and platformed. A sort of visual accreditation for taking the time to embrace the basics while adding an innovative ‘twist’…in some way this new display of ability and appreciation of craft when featured center stage in the store layout seems to psychologically justify the higher prices. Add organic ingredients and higher prices may need to be justified.
A simple tilt of the shelf allows the customer to embrace the final creation and effortlessly point to the item of choice. Stacked bread loaves on wheeled dented racks would make a mockery of the effort given. Utility baking racks are carefully planned for yet tucked away out of sight from the customer in the 'tool box' of the space, the back of the store. The front of the shop becomes the 'canvas' , the area where the art of bread making is displayed and appreciated by a completed sale. Any and all racks in the 'canvas' portion of the space offer character in color, texture or simplicity without crossing over to 'the expected.' Images Below: Image above : http://vogueindia.in/sites/default/files/article/Big/2736/rszlpq.jpg
Titled shelves, hand hollowed exposed knot wooden bowls and lower counters are all considerations in the design of today's bakery that entice the customer to take a closer look at not only at the interior but the meticulous 'Branding' which today is hardly an after thought. Images below :http://www.archdaily.com/107940/elektra-bakery-studioprototype-architects/
Bakeries are opening with ever more intriguing names, business cards, pastry box designs and ways in which to display and pitch product- It is essential. Completed spaces may run into the hundreds of thousands and therefore getting one's brand/logo out in the public's mind in is crucial to sustained success. Image below: http://www.behance.net/gallery/Fazer-Bakery/6322129
Even a working vehicle may be re-purposed and considered to enhance a brand’s character or image. No detail is overlooked when the graphic artist crates a marketing package for the 21st century bakery. What was once old is new again as a potential mobile billboard. Especially a temporarily parked billboard. Image below: http://www.laobserved.com/assets/helms-truck-patterson.jpg
Never to trail behind, fashion intertwines with design and vice-versa. Hot for 2013 is the ‘up-do’ in a…Bun no less. Image below: http://www.tumblr.com/tagged/braid%20bun
Yet, interestingly when pastries are paired up with confections and even more so the growing movement to bring back frozen yogurt, the real visual treat emerges in shades of vibrant color in a form of ‘Pop’ art expressionism. A significant design statement and transition, a paradigm to trump all is taking place. Whimsy & theater-like are priorities and branding the imagery of the experience is what many owners are hoping will convert the walk-in customer to a repeat patron. Yet for the customer, it is becomming as important to be 'seen' amongst the temptations of life as it is to have a viasual constraint...the new interiors subconsciously remind one of that & for those wanting more...that is where the prominently branded to-go bag comes into play. Lolita bakery: http://www.lolitabakery.com/#!__home/quienes-somos Cioccoloto Image://www.besthousedesign.com/2012/02/04/fashionable-modern-pastry-stores-cioccolato-boutique-designed-savvy-studio/ Yoli Image:http://retaildesignblog.net/tag/graphic-design/TCBY Images:http://struck.com/work/tcby-store-design
So, the next time you find yourself swept up in the lion’s roar of February reminding you that you are still knee deep in winter, consider a cup of “Joseph” with a side of Design. Enjoy! Image above: http://www.npr.org/blogs/thetwo-way/2012/11/08/164670971/noreaster-adds-fear-to-misery-in-n-y-and-n-j