There is nothing more joyful than the simplicity of buying a fresh-baked loaf of bread… wrapped in paper, dusted with flour; it somehow embodies all that is generous, reliable and familiar. These musings are intrinsic to the character of Phillippa’s Breads, Pastries and Provisions, and were the key ingredient in generating inspiration for the new Melbourne City store design.
Phillippa’s store design is anchored by an intricate pattern of ceramic octagonal tiles, creating a delicate lacework of black terracotta across the breadth of the space. Flour-dusted artisan loaves spring from this sensual backdrop and hover delicately in each window from suspended steel shelves. Heritage restrictions prohibited any alteration to the existing shopfront, so a series of illustrated ‘sets’ were designed to frame each window.