Designing the Hole Story at Goldstein’s Bagels
Bagels, cowboys, and laser-eyed dinosaurs—welcome to Goldstein’s, the most playful bagel shop in Boise.
What happens when a New Yorker with strong opinions about bagels (is there any other kind?) moves west, brings her food-loving partner along for the ride, and decides Boise deserves a slice of East Coast flavor? You get Goldstein’s Bagels & Bialys—a shop that’s as much about community as it is about chewy, perfectly baked circles of joy.
But Goldstein’s isn’t just a story about food. It’s a story about creating a space that feels as special as the bagels themselves.
From Dream to Design
Owner Jamie Goldstein grew up in New York, where bagel shops were neighborhood anchors: fast-paced, no-frills, full of character. When she and her partner Lucas decided to open their own place in Boise, they wanted to capture that same spirit—while adding a little extra polish.
Enter Boise-based design firm, KovichCo, who helped turn Goldstein’s vision into a space that’s warm, playful, and yes, worthy of her Brooklyn-born father’s declaration: “This might be the nicest bagel shop in the world.”
Known for their work blending brand storytelling with interior design, KovichCo specializes in creating environments that feel as authentic as they are inviting. With Goldstein’s, they leaned into playfulness while building a space that would stand the test of time (and a lot of coffee refills).
The design concept? Timeless Loop. A nod to the shape of the bagel, the interiors embrace circular forms and flowing lines, keeping things modern while still tapping into a retro, nostalgic energy.
A Mural with a Story
One of the first things you’ll notice at Goldstein’s is the mural, painted by Walter Gerald—playful, bold, and impossible to ignore. It’s more than decoration; it’s storytelling on the walls, weaving in nods to both Boise and Brooklyn.
Look closer and things get delightfully weird. There’s a cowboy, tipping his hat to the West’s old-time grit. And then there are the dinosaurs—laser beams shooting from their eyes in a prehistoric tall tale. The joke? Those lasers are what first blasted the hole in the center of a bagel.
It’s cheeky, it’s surreal, and it fits perfectly. Together with the cowboy, the mural nods to western lore while also playing on that age-old line that New York’s water is the secret to a good bagel.
A Space That’s More Than a Stop-and-Go
Goldstein’s didn’t shy away from color—thankfully. Instead of going neutral (the safe, forgettable route), the team leaned into terracotta tones. That signature pop shows up everywhere: in custom grout in the bathrooms, in brand details, and in the Grand Rapids Chair seating that anchors the shop.
The choice of bent-metal Sherman Chairs with wood seats and backs ties directly into the “Timeless Loop” theme, blending durability with a vintage-inspired look. As Jordan put it, “We always get excited when people aren’t afraid of color, and the Goldstein’s weren’t afraid of color.”
Learn more about Grand Rapids Chair's color capabilities.
A Space That’s More Than a Stop-and-Go
In New York, bagel shops are often a grab-and-go affair. But in Boise, Jamie wanted to build a place that also encouraged people to linger.
She loves spotting customers tucked into the pony wall on a weekday, laptops open, coffee refills in hand. The elevated design makes Goldstein’s more than just a breakfast pit stop—it’s become a hub where locals gather, meet, and return.
As Jamie explained, “You don’t need a bagel shop to be beautiful to make it delicious. But we wanted this space to be an experience.”
Food Front and Center
For Jamie, one non-negotiable came straight from her New York bagel memories: the food had to be visible. In the city, bagel shops tempt you the second you walk in—rows of golden bagels, baskets of bialys, spreads stacked high. That same energy is baked into Goldstein’s layout.
At the counter, the bagels are proudly on display, making the choice both harder and easier—because everything looks good. It’s part of what makes the shop so inviting: you’re not just ordering breakfast, you’re pulled into the experience by sight before taste.
Where It All Comes Together
At Goldstein’s, design isn’t an afterthought. It’s part of the recipe. The playful murals, the looping forms, the terracotta accents, the furniture that balances comfort and durability—they all work together to create a space that feels as thoughtfully made as the bagels behind the counter.
And while New Yorkers might argue endlessly about the proper way to slice, schmear, or sandwich a bagel, they’d all agree on one thing: Goldstein’s proves Boise was ready for a bagel shop that looked as good as it tastes.
