Header: Robyn
Sejers Konditori bakery in Hangzhou, China, is envisioned as a “social kitchen”. More than a spatial layout, the design concept by WJ STUDIO is a philosophy of living. The place where ingredients are prepared, baked and shared brings a plethora of aromas, sounds and warmth into everyday life.
A bakery and a community hub
The Sejers Konditori is not just a bakery and restaurant. Its influence expands, transforming it into one of the neighbourhood plaza’s most vibrant social hubs. It is a place where people bond, drawn closer together by food and conversation. The doors remain open to the community from early morning to late at night, welcoming those buying morning bread, arriving for lunch, brunch, and afternoon tea. When the sun sets, people flood to Sejers Konditori for dinner and late-night hangouts.
The cosy, welcoming space offers conversation and a cooked meal, taking on the role of a second home. From grabbing a loaf and rushing back home to spending hours catching up with friends, the bakery fosters connections between locals through the simple act of sharing food.
The “social kitchen” concept
The boundaries of the structure are deliberately softened with the interaction of natural light and human activity. The natural light protrudes through the rustling canopy, casting shifting shadows across the tables and reinforcing the space’s seamless connection with the outdoors. It is within this openness that the concept of “social kitchen” truly comes to life.
The open-space interior design
All separators between the kitchen and the dining area are removed, therefore turning the process of making food part of the daily scenery. Baking and cooking become a part of the experience, followed by food consumption and sharing. The spatial arrangement of the space allows the food to be seen, drawing visitors into the intricate behind-the-scenes process of food preparation. The kitchen becomes less of a workspace, taking on the role of an open interface, a window offering a sneak peek into the beauty of everyday life. People may come for the bread, but they stay for the experience.
As visitors leave the bakery and move across the plaza, the smell of warm bread, the busy kitchen ambience, and the conversations inside intertwine to create a rhythm of daily life. No longer a place where bread is made and consumed, the Sejers Konditory becomes a neighbourhood gathering spot, nurturing connections through its open, fluid design.
Technical description
Project: SEJERS KONDITORI
Location: Hangzhou
Complete: Feb 2026
Typology: Bakery
Area: 588㎡
Client: SEJERS Catering Culture Management (Hangzhou) Co.
Interior Design: WJ STUDIO
Principal Designer: Hu Zhile
Design Team: Zhuchen Shaohua, Li Dongxian, Shi Haoran, Wang Ying
Photography: Robyn
