Crunch | Sandwich Shop

The project began with a conversation about “crunch” — the very energy that drove the founders to open their first location and make their very first sandwich. Their story is one of experimentation, risk, intuition, and a wild drive that’s palpable in their content and the atmosphere they’ve built. That same spirit became our starting point.

The clients came to us with a goal: to rethink the image of a sandwich shop — visually and conceptually — while incorporating comfortable seating into a small space.

As we began our design process, we realized there’s no such thing as a “classic” or universally accepted sandwich shop aesthetic. That meant we didn’t need to rely on direct visual associations, but rather work with memories, textures, and sensations — evoking nostalgia without being literal. The interior features veneer, glossy beige surfaces reminiscent of yellowed enamel from the past, rounded bar stools, and soft lighting. These elements formed the foundation of the design. The final space was meant to feel like the aesthetic of a Daft Punk music video — retro-inspired, yet modern, shiny, and full of life.

The main focal point of the interior is the counter area — a warm wooden block made of veneer, visually integrated with the glowing lightbox above it. This structure works both inward and outward: from the street, you immediately see this warm, illuminated volume, reminiscent of freshly baked bread. The idea for the lightbox came from one of the client’s social media videos, where a giant loaf of bread crashes to the ground like a meteor. In the interior, this concept was reimagined: the light shines through a “sliced” lightbox, as if bread is entering the space — subtly and stylishly.

Functionally, the lightbox not only defines the space and sets the rhythm, but also provides even lighting for the work surface and serves as a frame for the menu. Bar seating by the window maintains visual contact with the kitchen without overcrowding the space — we used polished stainless steel stools that can slide under the counter, keeping the area open and adaptable during busy hours.

In the background, there’s a glass-walled proofing room, where you can watch the bread rise. This isn’t just a technical feature — it’s part of the story. When you see how the future sandwich is born, the whole space becomes part of the experience.

Design: KIDZ
Design Team: Sonya Plusnina, Valery Egorov, Egor Bogomolov, Darya Shubina
Contractor: Alyona Minaeva
Photography: Joe Howard