“Pâtisserie Royale is about honest forms and intricate details,” says designer Paolo Ferrari, who completed the Middle Eastern bakery’s new Toronto site. “The design evokes the sensibility of a classic patisserie, while evoking the Middle East in a subtle and contemporary way.”
The brand’s founder, Mounzer Jamous, studied under a descendant of Syria’s legendary Mahrousé family at Montreal’s Patisserie Mahrousé before opening a location of his own 15 years ago. This year, Jamous approached Toronto-based Studio Paolo Ferrari to reimagine the brand in a new flagship location in Toronto.
A classical black and white etching of a Syrian village fills an entire wall of the shop, connecting the baked goods back to their long-established roots. “A floor-to-ceiling wall graphic gives the maximum visual impact with minimum financial investment,” Ferrari explains. “The focus of intense red and orange graphics [over the etching] emphasizes the connection to the kitchen beyond and creates a memorable visual impact.” Simple wire frame stools tie into the black and white theme.
“The intent was to elevate the product and create a high-end interior with a modest budget,” says Ferrari.