SUGARBAR || A Playful Café Where Pastels, Curves, and Branding Align
Not every pink interior is trying to make a statement; some are simply trying to make you smile.
Sugarbar doesn’t pretend to be more than it is, and that clarity is precisely what makes it work. Conceived as the brand’s first concept store, the café translates Sugarbar’s homemade desserts into a spatial language that feels lighthearted, cohesive, and thoughtfully composed. The result is a space that leans into charm without tipping into excess.
Designed by Neowe, the interior draws directly from the visual cues of cakes, pastries, and confections. Pastel tones dominate the palette, softened by gentle curves, rounded cabinetry, and tactile surfaces that echo the forms and textures found behind the counter. Rather than layering on decoration, the design allows colour, geometry, and materiality to do the work.
Brass accents and pastel finishes balance playfulness with a sense of refinement. Curved shelving and display elements, translating the forms of cakes and pastries into design features.
Brass accents and gold-toned stainless steel introduce a subtle sense of polish, preventing the space from feeling overly sweet. These reflective elements catch both natural and artificial light, adding warmth and depth throughout the day. The balance between softness and structure keeps the interior playful yet composed, a place that feels considered rather than themed.
The 100-square-metre layout is organized as an open plan with clearly defined zones. Packaging areas, display counters, coffee service, and seating are connected through custom-designed partitions that function as both dividers and brand expressions. Their permeable forms allow sightlines to flow while maintaining a sense of rhythm and order across the space.
The central seating area, defined by soft curves, rounded tables, and a palette inspired by desserts and confections.
Furniture and fixtures continue the theme of soft geometry and comfort. Plush seating, rounded tables, and curved shelving invite visitors to linger, while maintaining a visual consistency that reinforces the brand identity.
From the street, the bubbly façade offers glimpses of the pastel interior, sparking curiosity. It’s an invitation to enthusiasts of all things pink, encouraging passersby to step inside and experience the space for themselves. Once inside, the design unfolds gradually, rewarding attention rather than demanding it.
The façade offers a preview of the pastel-toned interior beyond, inviting curiosity.
By blending retro references with contemporary execution, Sugarbar creates an interior that feels approachable and intentional. It doesn’t chase novelty or attempt to redefine café culture. Instead, it focuses on translating a clear brand identity into a physical environment that feels cohesive, welcoming, and quietly memorable.
PROJECT DETAILS
Project size: 100 m2
Location: Düsseldorf, Nordrhein Westfalen, DE
Completion date: 2022
Architect: Neowe
Photographers: @sugarbar.info, Neowe
