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IN PHOTOS: This Cozy Store Shows What Baked Bread Looks Like As A Color and Material Palette

Shortlisted for the Dezeen Awards 2020, elegant minimalism mark this retail design by Japanese firm I IN


Bread has been synonymous with comfort, nutrition and sustenance all throughout history.  It is a food staple that is loaded with meaning, used as a figure of speech in various metaphors: to “break bread” means to gather and share; a “bread-winner” is someone who earns for an entire household; a “breadbasket” refers to a place that is blessed with agricultural wealth.  It also figures in spirituality, for the Eucharist is a celebration of Christ’s life by partaking of the bread that is a symbol for His body.


Indeed, this food is so ubiquitous, but each incarnation of freshly baked bread, a boon for hours of labor and patience, is celebrated in many cultures.  Imagine then what it could look like when taken as the main design reference of a space.  Tokyo design firm, I IN, helmed by partners Yohei Terui and Hiromi Yuyama, does just that in creating PINOCCHIO, a bakery located in front of train station in Yokohama, Japan, shortlisted for the Dezeen Architecture Awards 2020.




Indeed, this food is so ubiquitous, but each incarnation of freshly baked bread, a reward for hours of labor and patience, is celebrated in many cultures.  Imagine then what it could look like when taken as the main design reference of a space.  Tokyo design firm, I IN, helmed by partners Yohei Terui and Hiromi Yuyama, does just that in creating PINOCCHIO, a bakery located in front of train station in Yokohama, Japan. 



PINOCCHIO Yokohama by I IN | Courtesy of I IN


Vivid gradient and soft textures that express the quality and color of the bread, here, expressed as a warm earth color, not at all unlike earth colors that are on trend this Fall season, are utilized both inside and outside the store. The interior space, where all elements were kept to a minimum with warm wood surrounding the space, offers a sense of intimacy to the visitors. An iconic appearance that can be recognized immediately from a distance and a space with soft impression through the materials and light, allows the bread to stand out, creating a new bakery image.



PINOCCHIO as seen in context of its street view. | Courtesy of I IN
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Though the space was extremely limited, the store has asked to have strong identity on facade and interior. I IN tried to create a character which can express bread itself. The brightly colored facade gives off a strong presence in the station plaza where miscellaneous advertisements are lined up. The delicate texture and colorful gradation boldly express the soft texture and baking color of the bread.  Also, by leaving the abstractness, we aimed to create a sophisticated design while giving the atmosphere of bread somehow. The wall material is unified inside and outside so that the unique view of the world is connected to the inside of the store. 



The interior, as seen from the exterior, shows that the unified material and color palette in PINOCCHIO. | Courtesy of I IN
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In the interior space where elements have been removed, the trees used everywhere serve as an accent to give visitors a familiar feel. In the center, the expression of a tree connected to the floor, walls and ceiling leads visitors to the interior of the store. By matching the colors of the floor and ceiling materials to those of the wall surface, soft light makes the bread stand out in the entire space expressed by one more element. The special ingredients that express the product spread inside and outside the store, creating a sophisticated bakery with a highly iconic appearance that can be immediately recognized from a distance.



The hero product offered by PINOCCHIO, bread, stands out with the help of soft lighting. | Courtesy of I IN


This gallery shows the minimalist elegance taken from bread as color and material palette inspo: