When celebrated pastry chef Dominique Ansel chose London for his first UK bakery, he wanted to create more than a place to buy pastries. The vision was to transport guests back to the excitement, curiosity and imagination of childhood through an immersive dining experience that reflected the creativity of his world-renowned desserts.

TGP International transformed a former retail unit in Covent Garden into a distinctive two-storey bakery and bistro, creating a destination that combines theatrical storytelling with functional hospitality design. The project was recognised with an Honourable Mention from the International Design Awards Jury.

The Brief

As Dominique Ansel's first London location, the space needed to establish the brand within one of the city's most competitive food destinations while remaining true to its playful identity. The design had to balance operational efficiency for a busy takeaway bakery with a memorable seated dining experience, ensuring every part of the customer journey reflected the chef's innovative approach to pastry.

The concept also needed to celebrate nostalgia in a contemporary way, creating an environment that felt imaginative without becoming overly themed.

Design Drivers

The concept was inspired by the feeling of childhood exploration, using the idea of climbing into a treehouse as the foundation for the guest experience.

The ground floor was designed as a vibrant bakery boutique, creating an engaging retail environment where guests could browse and purchase Dominique Ansel's signature pastries. Upstairs, the experience shifts into an intimate bistro nestled beneath a sculptural 'treetop canopy', creating the sensation of dining amongst the branches.

Natural materials, layered textures and carefully crafted architectural details reinforce the narrative, while the spatial journey encourages discovery as guests move from the bustling bakery below to the cosy dining space above. Every design decision supports the brand's sense of creativity, surprise and craftsmanship.

The Outcome

The completed bakery has become one of Covent Garden's most recognisable café destinations, successfully translating Dominique Ansel's internationally renowned brand into the London market.

By combining immersive storytelling with commercially effective hospitality design, TGP International created a memorable destination that strengthens the guest experience while supporting efficient day-to-day operations.

The project received an Honourable Mention from the International Design Awards Jury, recognising its innovative approach to experiential hospitality design.

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