To address an evolving coffee shop market – Première Moisson, the leading and oldest bakery chain in Quebec, wanted to shake the form of its traditional retail location. The layout, the furniture, the materials – the entire concept had to be rethought to create an authentic experience, true to the brand's core value: l'art du vrai (truly authentic).

Relying on the brand inner strength, its products, we opted for an open plan layout. One that would bring the activity of the bakery to the foreplan, engage our senses and bringing back the childhood memorie of the warm, freshly baked baguette crisping in our mouth. Acting as the heart of the bakery, the fournil was positioned to be visible from anywhere – drawing the costumers inside as they pass in the street rythmed by each batch of freshly baked bread.

As a tribute to the brand heritage, authentic –  yet functional materials were put forward. A slab of white marble to display the products, furnitures made of local hardwood, tiles of white ceramic & bricks on the walls. Subtle details were added to the space; here a tone on tone wheat patern on a black wall, there arts on the wall; produced by local artists and putting emphasis on craftmanship. A warm, incandescent-like lighting ties the space together procuring that much needed comfort during canadian winters.