NOTHING Olivier Gibaud does is ever half-baked. At the helm of Twinpalms Phuket, the genial general manager has been responsible for implementing a string of good ideas.

When we last talked about 18 months ago, Olivier was preparing for a few new projects: a Twinpalms luxury cruiser, the resort's own cars for rent, a beach club for Twinpalms and perhaps even a second Twinpalms at Cape Yamu, on the east coast.

All of those projects came to pass, and Olivier is in the midst of implementing a few more new ideas. Front and centre is BAKE, the brand name for a chain of bakery product outlets scattered across Phuket.

Branches have already opened opposite Wat Chalong and near Laguna in Cherng Talay, with the most interesting outlet due to open soon at the British International School, closer to the centre of the island. The idea there is not just to sell good food but also to teach the students how to become bakers.

Education, then, is another new field for Olivier. What's more, he has plans for two more BAKE branches on the island, and is now immersing himself in learning what makes bakeries work, and bringing in expert help.

The ideas that created the original Twinpalms and have since sprouted the Catch Beach Club at Surin may well have been a collective effort, but Olivier is generally credited with the concept of the Phuket Sunday brunch, the idea that made the resort's Oriental Spoon restaurant the centre of attention, embedding the Twinpalms brand in the minds of locals and tourists, and spawning many imitators.

We met in Oriental Spoon II, or perhaps it will eventually be Oriental Fork. The restaurant at Twinpalms Club has just opened, and so has the resort.

Phuket's east coast has never quite developed the cachet that Phuket's west coast has had, for both property buyers and for tourists. But now that Olivier is moving between one coast and the other, expect that to change.

The man is never less than positive about Phuket. So why tackle the difficult east coast, when the west coast is so much easier?

''The place is just beautiful,'' he said. ''The east coast has magic. It just needs more life. It's a stunning venue, day or night.''

Indeed, the east coast remains as wild and untamed as some of Olivier's ideas, which has obvious advantages. The visitors splashing in the large pool nearby seemed to be enjoying themselves.

The advantage of the east coast is its quietude, a tranquility that is much harder to find on the west coast. Olivier's answer is to give guests at Twinpalms East the advantages of both coasts, by running a regular shuttle from Twinpalms Club to ''Phuket's best beach,'' Surin.

Success will be achieved by hard work and patience, while the landscape around the resort grows and adds character. He also believes that success as a resort will bring more property sales.

Just around the corner is Ao Po Grand Marina, the newest of Phuket's marinas and the one positioned closest to the delights of Phang Nga Bay. Cruising on the Twinpalms One, the resort's 76-foot fly-bridge charter motor yacht, has proven to be extremely popular, Olivier says.

He also thinks the new resort's Kids Club has a lot going for it, and his connection with education through Bake at BIS has sparked a wild and wonderful idea: an up-market child-minding service where expat families can leave their teenage sons and daughters to be entertained and educated, for a fee.

Give Olivier a little more time, then look out for the Twinpalms insignia in some more surprising places.