South Korean bakery Whitelier makes white bread wonderful


Bread affair: the South Korean bakery reinvents white bread

Whitelier is a South Korean bakery that turns humble white bread and jam into an epicurean delight

White bread is synonymous with many things – monotony, lunch sandwiches, unhealthy eating – but “artistic” is not a word generally applied to humble bread. Now, however, the new South Korean bakery Whitelier is looking to change that.

The bakery chain, whose name is a composite of the words “white” and “workshop,” opened its first store in 2019 with the aim of serving an epicurean version of standard white bread. Its ultra-thick cloud-like white bread pieces are coated with innovative spreads such as the herbal paste of pink cherry blossoms and spring mugwort, and tangy strawberry and rose jelly.

South Korean bakery raises white bread

And while Whitelier only makes white bread and canned goods on site, it also offers ready-to-go sandwiches – for those who prefer a more salty snack – with toppings such as bacon Caesar salad and mixed vegetables.

The innovative concept of the bakery is complemented by striking interiors designed by Seoul-based design firm Studio Eccentric Co. For Whitelier’s fifth storefront location, this time in the Misa district of Gyeonggi-do, on the outskirts of Seoul. , Studio Eccentric wanted to create a “white bread workshop”.

The small space of 54 m² features suspended wooden beams stacked with breads and a large counter decorated with beige tiles that echo the piles of bread above them. Speaking on the design, Studio Eccentric Director Seuk Hoon Kim said: “Since opening its first flagship store in 2019, Whitelier has become well known for its premium white bread, which has been the one and only product from this bakery.

“When my team and I were invited to design their fifth store, we wanted to question ourselves on how we can express this bakery craft through space.

“We wanted people to experience, appreciate and appreciate bread in any way in space. With the store’s curved white facade, we wanted people to feel the softness and curvature of sophisticated bread. The bread counter, seen from the outside, looks like a workshop with pastry craftsmen; while in the hall, an articulated wooden structure presents the bread as in an exhibition, emphasizing the one and only product of the space. §

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