There’s something undeniably magnetic about a classic that dares to evolve. PAUL, the French bakery with more than a century of savoir-faire under its apron, just unveiled its boldest move yet—an invigorated flagship store at Plaza Senayan, Jakarta. And no, this isn’t just a facelift. It’s a full-on renaissance.
Nestled in the Metro Lobby on the ground floor, the 240-square-meter space is a visual narrative of contrast: modern vibrance colliding with old-world elegance. Lush tropical murals wrap around sunlit interiors, a nod to Jakarta’s soul, while timeless French detailing keeps things anchored to PAUL’s heritage. It’s where a croissant can be more than breakfast—it can be an aesthetic experience.
“This flagship refresh is our way of staying in rhythm with a world that never stops changing,” says William Jefferson Ranggen, Operations Lead of PAUL Indonesia. “We want every visit to be more than a meal. It should be a memory.”
And what’s a memory without flavor?
PAUL’s revamped menu doesn’t just play safe—it plays to win. The newly introduced tartines are light, elevated, and elegant, with combinations like creamy avocado on country bread, finished with smoked salmon, egg, or fresh greens.
For those craving something heartier, there’s the Sweet and Sour Fish—a bold, pan-seared snapper served with a red wine and shallot sauce—or the Steak Sandwich, customizable with your choice of signature bread: Soft Bread, Baguette, or that buttery, flaky Croissant.
