Interior Design Blog

JHP had to create the brand identity, store architecture, interior environment, communication strategy, packaging, photographic suite, uniforms, and developing in-store movies and music playlists.

After trips to the best bakeries in France, as well as benchmarking local competition in Seoul which proffers some of the finest food offers in the world , JHP set about conceiving a space that was incredibly modern, with subtle references to our Gallic neighbours' royal legacy - the Louis XIV font, patisserie ponderings and palatial chandeliers.

The fascia displays a blue awning, with the prominent Paris Baguette blue and white logo. Warm and natural tones dominate the interior with limed oak display tables, glass cake showcases and screens striped with transparent blue, a stainless steel bulkhead and subtle blue lights.The products on offer range from baguettes, croissants, pastries, sandwiches, coffee, wine, chocolate to a boulangerie and gift area.

By presenting the brand across a 'thematic platform', Paris Baguette was given an immediate point of difference in the marketplace which would attract a younger audience. The concept was engineered to be iconic, dynamic and easily replicable across their store estate, which range from 60sqm to 200sqm.