New Brand Architecture for BAOBAO by Linehouse

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Linehouse was commissioned to create a new brand architecture for BAOBAO, the first of many stores to line the streets of China and the US, selling the traditional Chinese street food baozi – steamed bread buns filled with meat, vegetable or sweet stuffing.

Linehouse created a spatial narrative that married with the brand’s ethos: from a garden to plate, using the freshest vegetables in handcrafted baozi. In doing so, they played with the concept of inserting a glass greenhouse building for the exhibition and growth of plants.  Photography by Dirk Weiblen, Olivier Hero Dressen