Founded in 2019 by Gustav Groenendijk, BAKED. has evolved from a humble Bali neighbourhood coffee spot into a lifestyle brand with a loyal following. This journey finds its natural progression in the new 1,500m² Gunawarman flagship, a space that redefines the brand’s presence in the capital.
“Bringing the brand to Jakarta meant translating that neighbourhood sensibility into a bigger urban context without losing the feeling of human connection that defined our early days in Bali,” said Gustav. The new location encourages patrons to pause between daily errands or while away a weekend morning with the familiar brunch favourites and fresh pastries BAKED. is known for.
Echoing Gustav’s sentiment, chief brand officer Jelle Benjamin Wiersma spoke of balance as a guiding principle. “BAKED. in Jakarta isn’t about slowing the city down. It’s about creating a pocket where people can step out of its intensity, even briefly, without feeling disconnected from it.”
Central to bringing this new sense of balance into fruition is the massive pastry kitchen at the heart of the flagship, where BAKED. churns out its freshly baked pastries on-site. Here, visitors can take their time over new signature additions like the Kimchi Cheese and Mixed Berry Yuzu, which sit alongside crowd favourites such as churros and butter croissants.
While pastries remain a staple, mornings at BAKED. are also perked up with their brunch menu, like the best-selling Sourdough Pancakes, served with unprocessed bacon and maple syrup, which channels the comforting familiarity of a hotel breakfast. Meanwhile, The Lox stands out as a tribute to New York’s iconic breakfast culture. Generous layers of fresh cream cheese and smoked salmon sourced from certified farms are served atop toasted bagels and garnished with capers, red onions, and dill, complete with a side of zesty cornichons.
In addition to its breakfast and brunch offerings, the flagship expands its repertoire with The Extended Menu, three thoughtfully assembled meal sets designed to equally suit lunch or dinner. SET 1, for instance, features a Japanese hamburg served with sesame rice, vegetable sides, and miso soup, paired with a matcha latte.
On the other hand, the drinks menu also presents different ways to momentarily step out of the city’s pace.The Pims blends a 24-hour cold brew with brown sugar and cream, finished with grated nutmeg fruit for a lighter, more lifted coffee profile. For bolder, tropical alternative, the Blue Spirulina Cooler features layers of coconut milk and coconut water topped with silkened cream. Infused with blue spirulina, the drink is defined by its signature vibrant hue and a taste that is as refreshing as it is visually striking.
For the purists looking to explore coffee on a deeper level, BAKED. introduces ‘The Bar Experience’ as the flagship exclusive. The dedicated space on the second floor offers coffee tasting sessions featuring rare and limited single-origin beans sourced from across the archipelago.One can also take advantage of the coffee tasting experience to step away from their screens and enjoy casual interactions with the barista.
The philosophy laid out by Gustav and Jelle is reflected in the space, encouraging the same kind of lingering experience found in its coffee and meals. Rather than demolishing the site, BAKED. chose to rework the existing building, drawing architectural inspiration from jengki, Indonesia’s distinctive post-independence modernist style.The structure’s history is left visible through exposed frames, raw walls, and structural pillars. This deliberate roughness is softened by warm timber joinery and ample sunlight, resulting in a space that feels lived-in. It’s no surprise that long afternoons and easy conversations are easily baked into the hallmark of the Gunawarman flagship experience.
