Hiroyuki Oki

Winner spotlight: BAKE store

Jo Smit
Monday 03 Dec 2018

For retailers, setting out your brand in bricks and mortar with a first store in a city is an extremely significant statement. BAKE, a maker of cheesecake-style cheese tarts, has presented its brand in some style with its debut shop in Ho Chi Minh City, in Vietnam. The end result has attracted both customers and a Retail Interiors Award in the World Interiors News Awards 2018.

O7Beach’s design for BAKE won the award for retail interiors of less than 200 square metres in the prestigious WIN Awards 2018, which were presented at a celebration dinner in London last month. The Japanese cheese tart brand had identified a narrow, high-ceilinged city centre store for its first premises in Ho Chi Minh City. Architect Joe Chikamori of 07BEACH followed BAKE’s simple design code, and applied it with flair to create the kind of bold, dramatic interior that is not usually associated with a cake shop. That was recognised by the WIN Awards judges. “It feels exciting, and is very surprising for its product and purpose,” they said.


Key features of the store include:

  •  A stairway extending from street to pay-point, which is lined by display cases. This makes use of the double height of the store space and enhances the customer experience when queuing
  • Use of different mortar shades on horizontal and vertical surfaces to emphasize shadow and add a sense of drama to the space
  • A mirrored ceiling, which reflects the products. This allows them to be seen more easily by passers by in the street.


This is one of the many projects recognised in the WIN Awards 2018. These awards showcase the very best global creativity and talent in interior design across categories covering interior products, practice, projects and branding concepts.


The full list of winners of the WIN Awards 2018 is here.

Key Facts

Commercial Retail

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