JAMS
We started by playing on the homophonic nature of the two words – jam and gems.
It is all about creating a new wonderful kind of precious desserts,
similar to the treasured stones and gems that we adore.
Size: 100 square metres  /   Year: Completion 2009
Type: Commerical   /  Services: Interior
Team: Torrance Goh, Ella Hadi   /  Photographer: Jeremy San Tzer Ning
 
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JAMS is a new venture under the Bakery Depot group that differentiates itself by creating dessert concepts that appeal to a young but increasingly sophisticated crowd.

JAMS is a multi-collaborative effort. We are responsible for both the branding and design of the interior store. We started by playing on the homophonic nature of the two words – jam and gems. It is all about creating a new wonderful kind of precious desserts, similar to the treasured stones and gems that we adore. And thus the name JAMS was born. The idea of ‘jams’ as ‘gems’ is translated visually to the logo and all the collaterals (signages, menu etc), with them looking like diamonds and stones in various hues.
The design of the store addresses the odd-shaped plan and maximises the uninterrupted views of the busy Orchard road thoroughfare below. The main seating area lines the perimeter of these windows and custom built octogonal armchairs appear like scattered gems across the space. In this way, everyone gets a wonderful view out while indulging on sweet treats and dreaming away on coffee.

The rest of the store is anchored by a series of precisely cut furniture, as how one would shape and cut diamonds, with the long serving counter and island display table finished as multi-faceted angular objects (of desire).