The First Loaf

As Gordon Ramsay’s new restaurant – Bread Street Kitchen was busy being built, so was the restaurant’s website. The physical space was linked to the online space by filming a loaf of bread (being baked in an oven at Bread St.) in time-lapse. Each day a new frame of the film was revealed on the website’s homepage. Day-by-day, as the loaf started to rise into existence; so did the restaurant itself. When the digital loaf was baked, the restaurant opened and the full website launched. This loaf of bread became known as the First Loaf.


The First Loaf was immortalised in resin (for eternity) and placed in the restaurant to celebrate the purity, simplicity and freshness that Bread St. Kitchen stands for.