CHAPTER seven

The Breadfall - Newcastle

Harris Farm Markets new flagship store is located in a beautiful Newcastle historic building. Built in the 1900s, 227 Darby Street Cooks Hill originally served as a machinery shed for the nearby wool stores. The most significant architectural detail surviving today are the timber roof trusses and panelling. This hidden gem was only revealed when Harris Farm Markets removed a suspended ceiling.

Found Design Made were commissioned by Harris Farm to create an innovative way to merchandise bread. With the bakery located on the mezzanine level, it provided the opportunity to design both a practical and interactive way for bread to pass from the baker to the customer below.

Being completely taken with the cathedral-like timber ceiling, we drew inspiration from the roof trusses to create the main framework for the Breadfall.

Testimonials

I absolutely loved working with Found Design Made. They delivered an ambitious idea called “The BreadFall” and executed it in a number of our stores, most notably our flagship store in Darby St Newcastle. I can’t wait to work with them again.

Luke Harris - Co-CEO

Harris Farm Markets

Newcastle has a wealth of talented artisans and this includes the local hero Baked Uprising. We customised the “nests” to suit the amazing bread offered by Uprising. With the baking facilities located up high in the air, the bakers are able to load the Breadfall conveniently from the mezzanine level.

The number of components that form the Breadfall is overwhelming; with 4100 screws, 7900 washers, 1800 nuts, 200 bolts, 148 meters of chain and 8 bicycle bells. Over 1 tonne of steel has been used in the construction of the Breadfall with 1950 welds holding it all together. Many long days and late nights were required to fabricate, machine and assemble all the components. The Breadfall stands over five meters tall and with four bays at the front and back alike, it accommodates 300 loaves of bread.

Testimonials

Calista and George were enthusiastic, resourceful and demonstrated excellent problem-solving skills by combining creative thinking with exceptional industrial design. The outcome was a robust and jaw dropping execution that our customers are raving about. Whilst working with them, they demonstrated a strong work ethic as well as commitment to customer experience and project deadlines.

Luke Harris - Co-CEO

Harris Farm Markets

At Found Design Made we like to create designs that delight and deliver in equal measure. The rope and in turn the ring of the bicycle bell to dispense the bread from the machine, engages the customer in the experience of the Breadfall. The timber rolling pins used as the dispensing ledge adds a little playfulness to the design.

Whilst the Darby Street Breadfall is impressive in scale, it is the attention to detail and accuracy of each component that makes the overall design successful. The Breadfall design exceeded Harris Farm Markets’ expectations through an innovative response to the brief.