Guillaume Bakery

IN THE HEART OF THE PANDEMIC - ARTISAN BAKERY GUILLAUME WANTED TO OFFSITE THEIR RETAIL OPERATION INTO AN ADJACENT LOCATION TO FREE ADDITIONAL SPACE FOR THEIR PRODUCTION BAKERY.

bakery Montreal store Experiential minimalist design Retail design interior design Brutalist

GUILLAUME wanted a store concept that communicates health-safety and offers a linear client journey. The customers would pass from one section to another, always surrounded by delicious products.

Their new space came with a unique challenge, most of the retail area was on a half-floor above the entrance and they needed us to create a ramp to roll their products in from the street. They would also be able to accommodate clients with special needs.

The handrail acts as a leading thread from the moment you step inside the store, up until leaving it.

We set to create a separation between the customers, the staff and the products.

Contrary to traditional bakeries, there's no counter blocking you from the workspace.
Instead, we used floor-to ceiling-glass panels, oversized displays putting all the attention on the baked good.

WE BLEW THE TRAY HOLDER OUT OF PROPORTION TO CREATE
A NARRATIVE THREAD.

Early on, they had the idea of using a tray to assemble the order and follow the clients as they go through the sections. We decided to blow the tray holder out of proportion, creating a true-to-life 'fil d'Ariane' that welcomes the customer as they step inside the store, all the way through the exit door.

At first the handrail of the stairs, it then becomes the tray holder and finally the security rail of the ramp - running sinuously all throughout the store.

The mostly monochromatic color scheme is deepened by playing with the finishes and the feeling of the different material, the rail getting most of the attention with its chrome finish.