The windmill is typical within the landscape of Holland. We all know how it looks at the outside, it is a cliché image for the Dutch landscape, a common knowledge. This tower with its typical mill wicks is the starting point of this concept, ‘the bakery ’. Our goal was to create an atmosphere of the inside of the windmill, this fits perfectly as a starting point for this project.
Amsterdam Bread Company
Amsterdam Bread Company
Using the caracteristics of the milling process, the millstone, the mechanical aspect of milling….is recognisable for every visitor. Showing the inside of the mill will not only be the look and feel of the concept, but it also has an educational experience.
The general look of the materials is based upon the pure and rough, distressed old machinery of the mill. These purified elements create a dynamic and a slightly mechanical environment. The worn out wood and stone perfectly match with the atmosphere we had in mind for this bakery concept. And altough we created a suggestive surrounding, a contemporary twist of the old milling process, it is very clear for the customer to understand what it is all about.
The floorplan is a circular set up, built around the milling stone. The floor in the center, the hart of the seating zone, is made in a kind of concrete, it shows the pattern and roughness of the milling stone. This axis floorzone goes over into the central axis feature, connected into the circular table made like a millingstone. This goes to a mechanical wheelwork system into the free flow. And every item of seating elements, is oriented onto this central feature.
The circular outside border of the mill, the seating zone, is build in vertical wood poles, referring to the corn in the field. These elements are part of the bench seating, at the inside of the circle. The outside of the circle refers to the cornfield around the mill, seating elements are made like hay bales, lying in the field. Some chairs are foreseen with little wicks as a wink to the surrounding mills standing in the field.
This circle shape guides the visitors into the free flow, into the zone with a range of products related to bread. The dough for the bread is kneaded right in front of the visitor. The bread is freshly backed in the oven. All items are connected in a way to the mill, the milling process and the flour product itself.
Scope of workbranding