allan tegg Istanbul display2

Isak Brodsky was appalled when he realised that his cake shop display window unconsciously expressed the terror of living in the Russian Pale of Settlement. 'A product of unresolved trauma, the display communicated a feeling of biliousness, rather than the pleasure of eating a cake,' he said.

'The window was so stuffed that you could not tell where the Rigo Jancsi Chocolate Mousse Cake  finished, and the Dobos Torte began,' Isak continued.  


allan tegg Istanbul display1

Isak created a nuanced display of muted tones and textures.  Soon his cakes were walking out the door and the psychologically damaged were streaming in.  If his establishment had been in Istanbul rather than Budapest, the changes might not have been so successful.

Go to top