Wednesday 29 Sep 2010


Paris Baguette - the largest bakery chain in South Korea - recently entrusted quirky design firm JHP with full rein over a new patisserie project in Seoul after the firm scooped first prize in an international design competition for the job.

After extensive first-hand research in ‘the best bakeries in France', JHP embarked on the challenge of creating a new brand identity, store architecture, interior environment, communication strategy, packaging and visual merchandising for the already well established Paris Baguette.

A gentle contrast between elaborate fixtures and fittings and bold modern flourishes flows throughout the patisserie, with Louis XIV font and palatial chandeliers offset with icy blue lighting and stainless steel bulkheads. A blue awning on the exterior supports the glowing neon signage whilst inside warm natural tones dominate the space, completed with limed oak display tables, glass cake showcases and screens striped with transparent blue colouring.