Reframing the Modern Bakery on Oxford Circus

Founded in 2021 by Burak Demirelli, Fred Bakery is an artisan bakery built around bread, pastries, sandwiches and coffee, delivered with a clear point of view. Clean, contemporary interiors and a focus on craft place the brand somewhere between neighbourhood staple and considered destination. 

The opening of its second site on Oxford Circus marked a shift in scale and visibility. Set against one of London’s most relentless retail stretches, the challenge was not footfall but differentiation. The brief was to create a sense of pause in a high-speed environment, while preserving Fred Bakery’s understated character. 

The Oxford Circus interior was designed by Lucas Che Tizard of Red Deer. Minimalist and quietly confident, the space leans into neutral tones, natural materials and clean lines. A split-level layout balances efficiency with calm, while dark wood and marble counters subtly separate quick takeaway moments from more considered sit-down visits. 

Rather than shout, the launch focused on clarity. What Fred Bakery does well, and why it feels different. Design, atmosphere and product led the story, without leaning into promotional tropes or hype. Credibility mattered in a location where attention is fleeting and audiences are quick to move on. 

The opening rolled out via a two-week soft launch, allowing interest to build ahead of a wider push in early January. Activity combined selective paid influencer partnerships, a considered media collaboration, targeted press outreach and informal tastings. Content stayed close to the experience itself: the pastries, the bread, the coffee and the space. 

Instead of relying on a single launch moment, activity was layered across social, press and media to reinforce the same story from multiple angles. This multi-channel approach accelerated awareness, supported site discovery and helped Fred Bakery establish a distinct presence in one of London’s most competitive locations.