gustaf westman’s spiral baguette holder is a handbag for bread

Loopy Baguette holder in pink by gustaf westman

Gustaf Westman reveals a spiral baguette holder in pink that carries a loaf of bread anywhere like a handbag. Crafted for his Paris pop-up, the Swedish designer is set to display the piece at 3 Rue Cunin-Gridaine between June 28th and 29th. The playful accessory also continues his pink fest from his camping gear collection for the Mercedes-Benz CLA. This time, it’s for a piece of baguette, fitting snugly around three loops.

Gustaf Westman’s spiral baguette holder is part of his summer-long pop-up experience. During this journey, he’s not setting up in traditional spaces but taking over real homes, aka private residences, across different European cities. The Swedish designer has finished his tour in Berlin (between June 14th and 15th) as well as Copenhagen (June 18th and 19th). The next stop is in Paris, between June 28th and 29th, followed by Amsterdam between August 30th and 31st, and Madrid between September 6th and 7th.

all images courtesy of Gustaf Westman

Pop-ups taking over private homes instead of retail stores

In every tour, the Swedish designer brings over his signature design pieces, including the recent spiral baguette holder. Gustaf Westman posts the private residences he’s temporarily transforming into a curated workshop on his Instagram feed. He’s turning each space into a part-installation, part-retail venue. The designer invites each guest to step inside an already lived-in apartment, furnished to feel as if they were just entering a friend’s home. Only this time, the home is full of bright-colored, playful objects, from chunky cups and circular plates to flower mirrors, blob tables, and even this recent spiral baguette holder.

For the Swedish designer, bringing objects into real homes instead of a showroom or a blank space fascinates him. ‘It feels like a genuine way to display the pieces. That’s how they should be seen,’ he says. It’s also a time when he and the visitors can connect, a meeting of all sorts of fun among the living and non-living beings. When visitors scan the apartments, they find Gustaf Westman’s works, including the baguette holder, all of which are a series of handmade objects – sculptural, curvy, loopy, – crafted by a small network of independent producers. These collectible homeware items plan to travel throughout the summer season, but visitors can also have them in their spaces, a permanent fixture in their own homes, a way to add a splash of color and vibrancy to the personal residence.

view of a piece of baguette, fitting snugly around three loops

detailed view of the object with a loaf of baguette

the Swedish designer is set to display the piece at 3 Rue Cunin-Gridaine between June 28th and 29th

project info:

name: Baguette holder

designer: Gustaf Westman | @gustafwestman

tours: Berlin (June 14th to 15th), Copenhagen (June 18th to 19th), Paris (June 28th to 29th), Amsterdam (August 30th and 31st), Madrid (September 6th to 7th)