B Bagel is a fast-casual dining concept that brings the rich tradition of handcrafted bagels into the modern food scene.  

With a commitment to authenticity and quality, the brand has quickly established itself as a go-to destination for fresh, artisan-style bagels in London. 

B Bagel champions the art of bagel-baking using traditional recipes that have been honed to perfection, proofing a deep-rooted passion for authentic baking. 

TGP International worked closely with B Bagel to refine its store design and customer experience, ensuring that each location seamlessly blends tradition craftsmanship with modern urban convenience.  

Through thoughtful spatial planning and strategic store evolution, B Bagel’s presence now extends across multiple London locations, with a flagship store soon opening on New Oxford Street, next to the iconic Savoy Hotel.  

THE BRIEF 

B Bagel approached TGP International, inspired by our experience in shaping thoughtful F&B spaces, with the goal of creating a distinctive store design and customer journey that would elevate the brand’s presence in the fast-casual dining market.

The challenge was to craft a scalable, adaptable retail format that could cater to different locations across London, while maintaining a strong and cohesive brand presence.  

Each store needed to reflect the authenticity of bagel-making, provide a welcoming environment for customers, and facilitate an efficient, modern, fast and fresh foodservice experience. The goal was to seamlessly integrate the charm of an artisan bagel bakery with the functionality of a high-footfall, fast-casual venue.  

THE CONCEPT 

As part of the brand’s evolution, TGP International introduced the “Bagelry” concept — a design approach that turns each B Bagel location into a space where customers can see, smell, and savour the bagels being baked fresh on-site.

Every element of the store’s design is built around the idea of authenticity, reinforcing the connection between customers and the bagel-making process.  

Open sightlines allow visitors to witness the traditional boiling and baking method, creating an immersive experience that highlights the craftsmanship behind every bagel.

The interiors balance nostalgia with modernity, combining warm materials and clean finishes. Stainless steel is juxtaposed with wood and textured stone, while accent palettes bring vibrancy and evoke a crafted, contemporary feel.

The layout is carefully designed to ensure a seamless customer journey, optimising flow from ordering to collection while catering to both dine-in guests and those on the go. 

Every B Bagel store is designed with its specific geographic location in mind, ensuring that it complements the local environment while delivering a consistent and unique experience.  

Stores in high-footfall urban areas are designed for speed and efficiency, featuring intuitive grab-and-go stations that make ordering seamless. Suburban locations are tailored to offer a more relaxed, community-driven atmosphere that celebrates the bagel.  

- Gabriel Murray, Creative Director at TGP International  

The newly opened location on The Strand brings the brand’s vibrant energy to a high-footfall cultural and commercial hub, offering a warm, fast-paced environment that caters to students, tourists, and city workers alike.  

Designed with select elements of the “Bagelry” concept, it adapts B Bagel’s visual identity and product-led storytelling to a compact urban footprint, delivering on both speed and experience. 

As the brand continues to grow across London, the upcoming flagship store on Oxford Street is set to introduce a refined, elevated aesthetic—positioning B Bagel as a landmark destination in the city’s retail heart. 

STORE DESIGN AND CUSTOMER EXPERIENCE 

TGP International’s approach to store design was rooted in enhancing the customer experience, making each B Bagel location a space where customers can immerse themselves in the craft of bagel-making. 

Open kitchens were chosen to create transparency, reinforcing the authenticity of the process and giving customers a front-row seat to the craftsmanship behind every product.  

A material palette was curated to blend micro-cement, warm oak, stainless steel, and white tiles with red grout, creating a contemporary yet welcoming aesthetic that aligns with the brand’s artisanal ethos.  

Beyond aesthetics, design plays a crucial role in shaping the customer journey from the initial arrival experience, they are guided through an intuitive flow that enhances both speed and engagement. Playful signage and messaging add character, making the experience more than just transactional.  

The in-store messaging keeps the atmosphere light-hearted and memorable. The order and collection zones have been structured to ensure efficiency, with clearly defined areas for click-and-collect, grab-and-go, and dine-in service, reducing bottlenecks and wait times. 

- Joanna Varettas, Senior Associate Designer at TGP International

Neighbourhood-specific adaptations further elevate the experience, making each store feel like a natural part of its environment. Some locations feature leaning ledges for quick stops, while others incorporate communal seating that fosters social interactions.  

We believe the flexibility of this design approach ensures that B Bagel can continue to expand while maintaining a unique yet consistent brand experience.  

TEAM RECOGNITION 

This project was a collective effort supported by teams across the company, with key contributions from Joanna Varettas, Francesca Crane, Mayan Fattouh, Claire Richmond and Gabriel Murray.