LUNEURS BOULANGER + GLACIER [Shanghai] by hcreates
Xingfu Li, Shanghai (May 2018)
Luneurs wanted to create a new way to deliver a classic rustic French bakery experience in the heart of Shanghai. The key was to focus on quality ingredients and generous portions but refine the store to provide a more engaging customer experience. They wanted to bring the customer closer to the process.
Luneurs would be a lab for experimentation, to introduce and try new products and flavours. With a smaller yet expertly perfected selection of product they needed a unique way to showcase and display these star treats.
Our design challenge was therefore, to create a modern French bakery, that was equal in display and creativity. Giving a sense of detail and craft. Which is how they wanted customers to experience the fresh baked treats.
The open layout created views through to the working bakery beyond, allowing visual interaction with the baking process.
The sense of smell was an important part of the atmosphere so the oven was astutely placed so that the fresh baked scents easily made their way to waiting customers every time the oven door was opened.
The front of house is a compact but well thought out space, combining traditional bakery materials with sleek details.
Brass highlights, including a large convex mirror referencing the moon (Luneur in French) brings a chic touch. Clean lines on the ceiling and shelving give way to distressed textured walls. A dramatic floor feature was created with white mini-brick terrazzo flooring. It took ten days to painstakingly lay and set each brick piece-by-piece
Brass strips elegantly run through the floor directing your eye and subconsciously framing the days fresh goods, which are individually lined-up on a paired-back polished concrete counter-top.
The attention to detail in the design reflects the quality and craft of the Luneurs process and the experience sees hundreds of people lining up each day to take selfies with their product in store.
