Design: Giving the Product a Stage

 
The specially-made display cases are 15 cm lower than usual in bakers’, which means that customers see the goods – like pieces of jewellery – from an unusual, elevated perspective: a striking design feature of the two outlets of Tartine Avenue opened to date. The French Bakery fast-food formula launched the first outlet (250 sq m, 50 seats) in a commercial zone in Romorantin Lanthenay (south of Orléans) at the end of June 2006. It was followed last December by a second freestander in Clermont-Ferrand, offering 93 seats on 320 sq m. The range is reminiscent of traditional fast-food in France: baguettes, country bread, viennoseries, pastries, sandwiches, open sandwiches (tartines), as well as pasta dishes, salads, ice cream, flans and hot and cold beverages can be eaten in the shop or taken away daily from 6 am to 9 pm. The average cheque? €4-5 in Romorantin, a good €7 in Clermont-Ferrand.
 

 

 
The initiators claim they offer high-grade fast-food at attractive prices and underscore this with the design (Costagroup, Riccò del Golfo, Italy): the display/sales zone and the seating area in the middle of the room radiate quality, originality and creativity. The long, L-shaped presentation and sales counter is a kind of Cinema scope screen for the products. With an eclectic blend of colours and materials, the impact differs greatly from the trad itional appearance of a baker’s shop. The fearless combination of wood and synthetic materials such as Skai leather, of grass green, light blue and lilac represents a clear preference for the modern without losing sight of the fact that guests need to feel at home. The ambience – a statement in favour of quality down to the last detail – is warmed primarily by the revailing wood shades and skilful lighting. Behind the concept are Claude Guettaf, a former Carrefour manager, and Philippe Tuffery. Their plans call for a next opening in Perpignan (beginning of 2008) and another 4-5 openings by 2010.www.tartine-avenue.fr (under construction)
 

 
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| 10 August 2007 |