Designer：Johannes Torpe Studios

Location：Copenhagen, Denmark; | ;

Project Year：2011

Category：Restaurants

Laura’s is a chain of gourmet bakeries. The design draws on the nostalgia of grandmother's cakes and bread, integrated with the combination of a modern metropolitan vibe with a minimalistic Scandinavian aesthetic.

In many bakeries, the cakes are put on display while the bread lives a silent life on the back wall. We wanted to bring the bread forward, making it the focus of the space and thus the foundation for the design. Industrial materials such as concrete and steel were chosen as juxtaposing elements to emphasise the raw and natural qualities of the bread.

Laura’s Bakery produces bread and cakes of the highest quality using classic techniques and only the best ingredients. To communicate the nature of the products, we chose a foundation of bare materials such as solid wood, concrete and subway tiles. Together, the modest and rugged materials create an authentic and raw aesthetic.

Together with the client, we created a whole grain bakery concept based on Danish bread traditions combined with inspiration from American specialities such as cheesecakes, brownies and cookies. Using the classic Danish 

 (cinnamon bun) as a base, a selection of signature Danish pastries was created.

Since the opening of the first shop, the concept has expanded across multiple locations, additionally introducing a pizza concept to selected stores, as well as a street food concept with food trucks and ice cream bicycles.

The modular design within the store is made up of three primary elements; the bread display, the cooling display and the concrete counters. Both the bread display and the cooling display were created with a wooden foundation with a black steel and glass display case on top of it. The two elements were pulled out slightly from the concrete counters to emphasise that it is the bread, sandwiches and pastries which are the focus point of the shop. The concrete counters connect the bread and pastry displays and simultaneously act as a sales zone with a built-in cash register.

The visual identity of Laura’s Bakery was completely conceptualised across all elements of the brand, including interiors, graphics and packaging, which merge together to create one holistic experience of the brand. The earthy tones derived from baked bread which cover the outside of the packaging are complemented by a selection of contrasting colours on the inside. The brand identity is established within the same design family as Agnes Cupcakes . The name 

is inspired by a loved figure from an iconic Danish TV-series called 

. Laura was the housekeeper of Mr and Mrs Varnæs and created the most delicious dinners for the prominent household.

Tugged away in a court yard on the cosy street "Værnedamsvej" in Copenhagen, you find the latest addition to the family of Lauras Bakery.

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