Set in Munich’s Westend, known for its cross-section of social class, revamped café Kubitscheck is at the forefront of the gateaux movement. Armin Stegbauer, a punk, former Greenpeace activist and the café’s owner is on a mission: ‘to free cakes and gateaux from their years of imprisonment behind crocheted doilies, cologne and dusty Sunday tradition’.

The challenge for local ‘kreativbüro’ Designliga was to create an interior design and corporate identity for the cafe, which both preserved the area’s confectionery culture and progressively revamped the concept to fit Stegbauer’s mission statement: Fuck the Backmischung! (Fuck the Cake Mix). The result, fittingly named ‘Das Neue Kubitscheck’, was a jumble ensemble of cake boxes mounted on the wall above the serving counter, some with cakes and others for aesthetic value, the seating area is divided by long benches and small tables, making the visit as public or private as you like.

The vibrant corporate identity was created emphasising the mission statement as the mouthpiece of the movement, reflected through branding on the café’s windows, a magazine styled journal and the menu…