24/10/2026
Studio Jayga Architects have designed and project managed the fit out of Toasteé toasteelondon
Located at Westfield White City,
Westfield London , this French toast and ube concept translates the flavours and visual richness of Filipino and Southeast Asian desserts into a distinctive architectural language.
For this project, we explored the relationship between material, geometry and brand identity, transforming a familiar dessert into a contemporary spatial experience.
The design is defined by a series of intersecting curves that extend from the circular form of French toast. This geometry informs both the customer-facing counter and the surrounding seating enclosure, creating a continuous, sculptural composition. The counter
is articulated through vertically segmented, undulating panels, giving the facade a rhythmic, almost pleated appearance. These repeated forms soften the overall massing while introducing depth, shadow and movement across the surface.
Corten steel is the defining material, we selected it for its rich, oxidised surface and deep reddish-brown tones, which evoke the caramelised crust of French toast. Its tactile, weathered appearance brings an unexpected architectural weight to a compact food
retail setting, elevating a culinary reference into a material statement. The corten steel continues into the curved perimeter enclosure, where its solid, continuous form establishes a sense of intimacy around the seating area while maintaining visual connection
with the main counter.
The space establishes a playful yet considered setting in which the visual language of the product becomes the organising principle of the design.
Design & Project Management:
STUDIO JAYGA ARCHITECTS
