Bread Bakery and Restaurant
The basic philosophy “From Field to Counter”, which describes the value creation process involved in producing bread, is complemented by the sensory experience: seeing, touching, tasting and feeling form the focus of the bakery's design and the communication and perception of its image.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Design and realization of the interior design (LP 1-8) and corporate design including packaging for the bread bakery “Das Brot.” at the Autostadt in Wolfsburg. As the communications platform of the Volkswagen Group, the Autostadt in Wolfsburg brings the values of Volkswagen to life. The restaurants at the Autostadt are operated by the Swiss company Mövenpick. All foods used at the Autostadt are selected with a view to the transparency and regionality of all growers, producers and production methods. All foods served in the bread bakery “Das Brot.” are 100 per cent organic.
SOLUTION: “Das Brot.“ has a design concept that shows off high-quality local materials and focusses on traditional artisan crafts.
In the functional areas of the restaurant, the bakery and dining area flow into each other, creating a constantly changing ambient perspective. From the clean, clear lines of the ‘workshop’ area to the homely familiarity of the long table where guests sit down together, the feeling created by the restaurant space shifts and transforms. The patterns of the floor echo the breadmaking process, in which a metamorphosis takes place from field to wheat, from wheat to flour and from flour - with water - to bread. The symbolic presentation of this creative process has both narrative and decorative value. At the same time, the floor design bears witness to an uncompromising quality of craftsmanship.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
DURATION: February 2012 - December 2012
LOCATION: As the communications platform of the Volkswagen Group, with two million and more visitors every year, the Autostadt gives insights into Volkswagen‘s corporate sustainability philosophy, as well as setting its own areas of focus by communicating aspects of sustainability, education and nutrition and bringing them to life in an integrated aesthetic experience. The Autostadt restaurants are operated by the Swiss restaurant company Mövenpick.
FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design
PRODUCTION / REALIZATION TECHNOLOGY:
The inclusion of traditional crafts and artisanal professions, such as mosaic and plasterwork artists and basket-weavers, is fundamental to the overall concept. For example the floor is created in a partnership between traditional skills and modern computer technology, no two of its 25.000 elements are alike and all blend seamlessly into an overall image. Lighting and acoustics are designed to be reminiscent of the cosy, safe feeling of a homely living-room.
SPECIFICATIONS / TECHNICAL PROPERTIES:
bakery, restaurant, interior design, corporate design, traditional crafts, mosaic, designliga
TEAM MEMBERS (4) :
CEO and Creative Director Saša Stanojčić, CEO and Creative Director Art Andreas Doehring, Head of Interior Architecture and Design Christina Koepf and Architect Sebastian Blum
Credits and rights for all images: Designliga; photographer: Pascal Gambarte, 2013.