Pastry Pilgrims head to Bloomsbury
Based in Bloomsbury and founded by celebrated bakers Dee Rettali and Jorge Fernandez, Fortitude Bakehouse has become a foodie pilgrimage spot in the seven years since it opened, winning over pastry fans worldwide for its imaginative cream buns, fermented loaves and seasonal bakes to build a cult following.
Now, they turn to Bloomsbury’s historical roots, teaming up with luxury hotel neighbours Kimpton Fitzroy London to create a bun which nods to the botanical history of Russell Square.
Inspired by the heritage of Bloomsbury at the time Kimpton Fitzroy London was built in 1898, The Kimpton Bun pays homage to the cherry blossom trees that once lined Russell Square and the hotel’s colonnade, while also nodding to Queen Victoria’s fondness for cherries — fitting, as she was the reigning monarch when the hotel first opened. The cherries in the bun are the leftover fruit from Fortitude’s iconic cherry soda, which is made using a Korean method of fermentation called ‘cheong’. This reduces waste and creates multiple uses from one product, making The Kimpton Bun a thoughtful, zero-waste creation that celebrates both history and sustainability in one delicious bite.
“We’ve always been passionate about creating pastries that are both imaginative and rooted in place,” said Dee Rettali, co-founder of Fortitude Bakehouse.
“Working with Kimpton Fitzroy London has been an exciting opportunity to translate the hotel’s and Bloomsbury’s heritage into something guests can taste and enjoy — a one-of-a-kind bun that speaks to both our worlds.”
Garreth Walsh, General Manager at Kimpton Fitzroy London commented: “teaming up with our neighbours at Fortitude Bakehouse has been such a pleasure - it’s a chance to celebrate Bloomsbury together and serve up a pastry that’s as much about place and history as it is about pure indulgence.”
“The Kimpton Bun has been baked just for us, so our guests can exclusively enjoy a limited-edition breakfast treat, fresh from the Fortitude ovens, without the queues. With only 60 available Thursday to Sunday however, you’ll want to be quick!”
The bun has been carefully crafted for the hotel and is part of a growing, joyful new wave of pastry-led tourism, where travellers are plotting their adventures around bakes with a story for their cultural itineraries.
No doubt the hotel will see a wave of Pastry Pilgrims heading to Bloomsbury this Autumn, but with an exclusive 60 buns a day, let’s hope there’s no fights at the breakfast buffet!