SUGAR! opened his first store in Budapest on April 4, 2008. During the creation of the patisserie, we have always strived to create a thematic sweet shop that is viable in the long term in terms of its visual features, product range, service and operational structure, that includes the past confectionery traditions, yet definitely surpasses them, and that interprets cakes and sweets in a broader dimension.
It is part of our general vision that the SUGAR! is a daring, innovative and quality brand. It should be bold in its range of products and services, constantly renewing itself, dictating trends in its visual features and not following them.
Our basic goal is that SUGAR!, as a brand, should not only mean a pastry shop, a sweet shop, a cafe or a creative team in people's minds, but a lifestyle. SUGAR! was conceived as part of a lifestyle, and lives in it every day. Pleasure, surprise, positive thinking, boldness and bravery, hedonism, curiosity, broad-mindedness belong to us as much as irony, the worship of fashion, the consumption of quality and high prestige products, madness and partying.
If we approach the design quality wise, it has to stand up in three different areas. One is shape and object design. This is our uniquely designed and reimagined pastries, cakes and sweets, i.e. SUGAR!’s product range. The other is space creation, which is concentrated in the design of the pastry shop's interior. The third is visual communication, which in our case is complete with our brand’s distinctive image.
My name is Eszter Horváth, I have been working in the fashion industry for 7 years and in confectionery for 14 years. Around 2000, I came up with the idea of creating a patisserie that goes beyond the traditions, not only about cookies, cakes and ice cream, but about everything related to sweets. This is how SUGAR came to be in 2008! A design pastry shop, in which we surprise our guests with exciting flavor combinations and constantly changing trends found in the world. Every month or two, we hold themed days when we design cakes for a specific theme. For us, this is the most exciting part of our work, where we can always renew ourselves and show our most creative side.
Part of the store is a shop where we offer a unique selection of sweets and souvenirs; where young people can pick the candies themselves, even by color.
The interior design elements of the patisserie suggest the same childlike fantasy and dream world that pervades the spirit of the entire patisserie. Elements known from cartoons, combined with a future atmosphere, create a unique style that defines the profession that has been reimagined by today's generation.
The image of the confectionary is both provocative and essential. I design my cakes and pastries myself, so they have now become our trademark.
Every year we travel abroad to further our education and regularly participate in domestic competitions. At the last competition, in September 2023, we won the Budapest dessert award.
Address: Budapest, 1061 Paulay Ede utca 48.
Phone: +36 70 778 4282
Email: paulay@sugarshop.hu
Coordinates: 47.502718, 19.060800
Monday - Sunday: 11:00 - 19:00