The Baked Labtoopenbakerywinestorefront

Published in Food and Wine on Thursday, July 24th 2025 at 20:07 GMT by Channel 3000
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Owner and baker Shawn Bolduc is moving his cake and sweet treat business into a brick-and-mortar at 2044 Atwood Ave. to create an "after-work" bakery concept.

The Baked Lab Set to Launch Innovative Bakery and Wine Storefront in Madison

In the vibrant culinary scene of Madison, Wisconsin, a new venture is poised to blend the artistry of baking with the sophistication of wine curation. The Baked Lab, a creative enterprise founded by local entrepreneurs with a passion for artisanal goods, has announced plans to open its first physical storefront this fall. This exciting development promises to offer residents and visitors alike a unique space where freshly baked treats meet an eclectic selection of wines, fostering a community hub for foodies and oenophiles. The announcement, detailed in a recent feature by Madison Magazine, highlights how The Baked Lab aims to redefine the traditional bakery model by incorporating elements of a boutique wine shop, creating an immersive experience that goes beyond mere consumption.

At the heart of The Baked Lab's concept is its commitment to innovation and quality. Founded by a team of bakers and wine enthusiasts who previously operated through pop-up events and online sales, the business has built a loyal following for its experimental approach to baking. Imagine sourdough loaves infused with unexpected flavors like rosemary and sea salt, or decadent pastries that incorporate seasonal fruits sourced from local farms. The new storefront, located in a bustling neighborhood on Madison's east side, will serve as a permanent home for these creations. According to the founders, the space will feature an open kitchen where customers can watch the baking process unfold, adding an element of transparency and engagement that sets it apart from conventional bakeries.

The integration of a wine component is what truly elevates The Baked Lab's offerings. The storefront will include a carefully curated selection of wines, focusing on small-batch producers from regions like California's Napa Valley, France's Bordeaux, and even emerging vineyards in Wisconsin itself. This isn't just about selling bottles; it's about education and pairing. The team plans to host regular tasting events where patrons can sample wines alongside complementary baked goods. For instance, a crisp Sauvignon Blanc might be paired with a lemon-thyme tart, or a robust Cabernet Sauvignon with chocolate-infused croissants. This synergy between baking and wine is inspired by the founders' travels and experiences in European markets, where such combinations are commonplace. By bringing this concept to Madison, The Baked Lab hopes to cultivate a space that encourages discovery and conversation, much like a cozy café in Paris or a vineyard tasting room in Tuscany.

The journey to this opening hasn't been without its challenges. The founders, whose backgrounds include stints in professional kitchens and wine distribution, started The Baked Lab during the height of the pandemic as a way to pivot from traditional careers. What began as home-based baking experiments quickly evolved into a thriving online business, with custom orders for events and subscriptions for monthly wine-and-bakery boxes. The decision to open a physical location stems from overwhelming demand and a desire to connect more directly with the community. Securing the right space was a key hurdle; after months of searching, they settled on a renovated storefront that once housed a small grocery. The redesign incorporates modern, minimalist aesthetics with warm, inviting elements like wooden shelves for wine displays and glass cases for pastries, ensuring the space feels both contemporary and approachable.

Community involvement is a cornerstone of The Baked Lab's ethos. The founders emphasize sourcing ingredients locally whenever possible, partnering with Wisconsin farmers for flour, dairy, and produce. This not only supports the regional economy but also ensures freshness and sustainability. For the wine selection, they've collaborated with independent distributors to highlight underrepresented labels, including organic and biodynamic options. Looking ahead, the storefront will offer workshops on topics like bread-making basics or wine appreciation, aimed at all skill levels. These classes are designed to demystify the processes behind their products, empowering customers to try their hand at home. Additionally, The Baked Lab plans to incorporate eco-friendly practices, such as compostable packaging and energy-efficient appliances, aligning with Madison's growing emphasis on green initiatives.

The menu at The Baked Lab promises to be dynamic and ever-evolving. Core offerings will include classic items like baguettes and muffins, but the real draw lies in the lab-inspired experiments. Think fermented doughs that yield uniquely textured breads or pastries with global influences, such as matcha-infused eclairs or za'atar-spiced rolls. On the wine side, the selection will rotate seasonally, with summer featuring light rosés and winter showcasing hearty reds. Pricing is set to be accessible, with baked goods starting at a few dollars and wines ranging from affordable everyday bottles to special occasion splurges. To build buzz, the team has already teased limited-edition pairings on social media, generating excitement among followers.

This venture arrives at a time when Madison's food scene is booming, with an influx of innovative eateries and specialty shops. The Baked Lab fits neatly into this landscape, complementing establishments like nearby coffee roasters and cheese shops. It's not just a business; it's a response to the post-pandemic craving for communal experiences. As people seek out places to gather safely, a bakery-wine hybrid offers the perfect blend of indulgence and interaction. The founders envision it as a third space—somewhere between home and work—where friends can meet for a glass of wine and a fresh croissant, or families can pick up treats for weekend brunches.

In terms of operations, The Baked Lab will initially operate six days a week, with extended hours on weekends to accommodate the brunch crowd. Online ordering and delivery will continue, ensuring accessibility for those who can't visit in person. The team is also exploring collaborations with local events, such as farmers' markets or festivals, to expand their reach. Safety remains a priority, with protocols in place for masking, sanitation, and capacity limits as needed.

Looking to the future, the founders have ambitious plans. If the storefront succeeds, they hope to expand to additional locations or even franchise the concept. There's talk of a cookbook that compiles their recipes and pairing guides, or perhaps a line of branded merchandise like baking tools and wine accessories. Ultimately, The Baked Lab represents more than just a new spot on the map—it's a testament to creativity and resilience in the face of uncertainty. By merging two beloved indulgences, baking and wine, it invites Madisonians to explore new flavors and forge connections.

As the opening date approaches, anticipation is building. The Baked Lab's website and social channels are abuzz with updates, from sneak peeks of the interior design to previews of the inaugural menu. For those in Madison, this could be the start of a new favorite haunt, one that satisfies both the sweet tooth and the sophisticated palate. In a city known for its progressive spirit and love of local fare, The Baked Lab is poised to become a staple, proving that sometimes the best innovations come from blending the familiar with the unexpected.

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