The bakery opened in 2013 with a building in a small alley between the Singel and Spuistraat in Amsterdam. Although the store was new, the somewhat classic-looking interior looked as if it had been there much longer. Van Stapele is now moving to a larger branch a stone’s throw away.
Vera van Stapele commissioned Studio Modijefsky for the interior design of the new branch, which has an area of 300 m2. The design studio has given the interior the same classic and warm atmosphere.
Classic and warm
Elements from the old store return in a new form, such as the wallpaper that is now made of ‘weathered’ stucco, the chandeliers above the counter and a curtain in the brand’s characteristic colors, creamy white and a soft mint. Furthermore, the design studio has chosen to use dark-tinted wood, antique-looking brass and a palette of brown and creamy white tones, inspired by the biscuit.
For example, the color palette has been applied to the long counter, which is made of white-beige marble and dark brown wood. The terrazzo floor shows a mix of brown marble in cream-colored cement. Inspired by the nearby Dam Square and Rokin, the design studio explains, the floor consists of custom-made terrazzo tiles in a fan pattern.
Studio Modijefsky has enriched the flat ceiling with stepped ceiling cassettes, equipped with antique-looking mirrors and softly glowing ball lamps. The mirrors on the ceiling also show a fan pattern.
From oven to counter
An element in the new Van Stapele store that has also been taken from the former location is the proximity to the baking process. Previously it was also a result of the tight dimensions, but here the design agency uses the visibility of the baking process to take customers “into the journey of each cookie from oven to hand” and create a “Willy Wonka-like atmosphere that creates a enchanting experience.”
Upon entering, the production process is immediately visible on the left thanks to an enormous glass wall. Here are marble tables on which the cookies are rolled, against the background of the brass oven wall. After they are baked, each batch of cookies is placed on a tray in a custom-built cabinet that runs the width of the store.
The baked cookies roll via a conveyor belt to the sales area of the store. As soon as a plate is lifted off the conveyor belt, a new one fills with fresh products from the bakery. “A hypnotic procession that customers can observe while they wait for their order to be packed,” says Studio Modijefsky.
Little adventure
Not only the visible baking process results in a ‘miracle shop’ for adults; The store also offers a little adventure for the children with a grab cupboard. After inserting a coin, which they receive upon entry, a gold-colored ‘cookie dough ball’ starts moving on a track that runs through a model of the old storefront. When the ball reaches the end of the track, a small gift will appear.
The new branch will open its doors on April 30. It also features Van Stapele’s specialty: the door handles are designed as bronze biscuits.
