BAKEHOUSE SOHO

BAKEHOUSE SOHO

The corner where carbs cause traffic.

The corner where carbs cause traffic.

CLIENT

Bakehouse

ADDRESS

Corner of Elgin and Staunton, Soho, Central, Hong Kong

COMPLETION

2020

AREA

48 m²

PHOTO CREDITS

Steven Ko

CUISINE

European Bakery

AWARDS / PRESS / ACCOLADES

Michelin Guide: Best Artisan Bread And Butter At Hong Kong MICHELIN-Starred Restaurants
30 Best Eats 2022

A tactile, honest space where craft is on full display and the daily rhythm of baking becomes theatre.

A tactile, honest space where craft is on full display and the daily rhythm of baking becomes theatre.

The Challenge

With a cult following comes chaos. Our challenge? Making the Bakehouse queue feel like part of the experience—not a glitch in it. We designed the entire corner to work like a stage: full visibility, full anticipation. The queue watches the dough dance, the bakers move, the pastries vanish. It's crowd control by seduction.

What We Loved

Celebrating the ritual of baking—not just the result. This corner site gave us the perfect stage to showcase the back-of-house magic: flour-dusted arms, trays of caramelised pastry, and that quiet morning choreography. Every design choice invites passersby to pause and peek in.

Secret Detail

The joinery under the pastry counter is made from reclaimed pine—each plank sanded, stained, and assembled to echo traditional breadboards. Honest, imperfect, and full of texture—just like good bread.

The Challenge

With a cult following comes chaos. Our challenge? Making the Bakehouse queue feel like part of the experience—not a glitch in it. We designed the entire corner to work like a stage: full visibility, full anticipation. The queue watches the dough dance, the bakers move, the pastries vanish. It's crowd control by seduction.

What We Loved

Celebrating the ritual of baking—not just the result. This corner site gave us the perfect stage to showcase the back-of-house magic: flour-dusted arms, trays of caramelised pastry, and that quiet morning choreography. Every design choice invites passersby to pause and peek in.

Secret Detail

The joinery under the pastry counter is made from reclaimed pine—each plank sanded, stained, and assembled to echo traditional breadboards. Honest, imperfect, and full of texture—just like good bread.

The Challenge

With a cult following comes chaos. Our challenge? Making the Bakehouse queue feel like part of the experience—not a glitch in it. We designed the entire corner to work like a stage: full visibility, full anticipation. The queue watches the dough dance, the bakers move, the pastries vanish. It's crowd control by seduction.

What We Loved

Celebrating the ritual of baking—not just the result. This corner site gave us the perfect stage to showcase the back-of-house magic: flour-dusted arms, trays of caramelised pastry, and that quiet morning choreography. Every design choice invites passersby to pause and peek in.

Secret Detail

The joinery under the pastry counter is made from reclaimed pine—each plank sanded, stained, and assembled to echo traditional breadboards. Honest, imperfect, and full of texture—just like good bread.

⁠⁠PROJECT SOUNDTRACK

“Dreams” – Fleetwood Mac

“Dreams” – Fleetwood Mac

Fleetwood Mac

Dreams

“Dreams” – Fleetwood Mac

Fleetwood Mac

Dreams

“Dreams” – Fleetwood Mac

Fleetwood Mac

Dreams

IF THIS PROJECT WAS A MOVIE...

Call Me by Your Name (2017)

Call Me by Your Name (2017)
Bakehouse-Soho-Call-me-by-your-name-color-palette

Color palette

Call Me by Your Name (2017)
Bakehouse-Soho-Call-me-by-your-name-color-palette

Color palette

Call Me by Your Name (2017)
Bakehouse-Soho-Call-me-by-your-name-color-palette

Color palette

We’ve worked with CRAFT for almost ten years across eight shops, our factory and our R&D studio. They have helped bring Bakehouse to life and played a huge part in shaping the Bakehouse DNA as we’ve grown. The team understands our brand and knows how to articulate it into spaces that feel both distinctive and true to who we are. Their work is thoughtful, detailed and always a pleasure to be part of. Hernan and the team have been great partners on our journey.
Miles Heywood
Partner & Managing Director Bakehouse

QUIERO MAS

NEXT WORK

→

QUIERO MAS

NEXT UP

→

QUIERO MAS

NEXT UP

→