ABOUT

How do you take an authentic, honest British bakery brand from its roots in the heart of London’s historic Borough Market and create a flagship location in one of London’s most exciting retail, leisure and entertainment destinations, Wembley Park?

The Bread Ahead story is there to be discovered and is delicately expressed through thoughtful moments of the experience where customers can mingle shoulder to shoulder with the bakers. ‘Be generous and give plenty’ is the Bread Ahead way. TYC were tasked with taking the brand essence of a modest market bakery to an 11,000 sq ft prime retail location at the end of the world-renowned Wembley Way.

Utilising the site architecture of double height spaces, glazed facades, multiple entrance points and a generous mezzanine, TYC created a remarkable all-day casual dining experience that incorporated a bakery and coffee counter, wholesale bakery, dwell spaces and a baking school.

By designing the optimum operational model to create an engaging customer experience, it enabled a 200 seater space to seamlessly change throughout the day. Going from an early morning ‘grab & go’ coffee bar to a daytime bakery cafe space, before transforming into an evening dine-in destination for pizza and cocktails. The brand essence and values of tradition, quality and simplicity were expressed through beautifully crafted forms made of authentic and honest materials that hero the product and art of the baking. By breaking down the physical barriers between the bakery and dine-in spaces customers are able to meet and engage with bakers as a connected community which celebrates the brand’s Borough Market origins.

Since 2018 TYC have worked closely with Bread Ahead’s founder Matthew Jones as design partner bringing to life the brand’s exceptional sourdough, pizza and doughnuts to multiple locations across London and beyond. Each location has its own identity and feeling which is inspired by its locality while retaining the core brand elements of signature materials, design details and delicious bakery goodness.