Maison des MaÃ®tres Chocolatiers Belges by Minale Design Strategy
Creative agency Minale Design Strategy has headed the concept and interior design of Belgium-based shop, â€˜Maison des MaÃ®tres Chocolatiers Belgesâ€™. Naturally drawing from the qualities of chocolate, the project aims to create a dynamic shopping environment with a bold and graphic wall treatment.
In a singular manner, the floor, walls, and ceiling are treated in a chocolate colour which can be clearly observed from the street. The edges and corners of the room are pulled out in a three dimensional, multifaceted surface that reflect light at different angles. The gem-like effect was intended to suggest a chocolate quarry out of which the shop was hewn. Much like a scored chocolate bar, the walls feature well-defined grooves for display shelves made out of glass.
Near the counter at the back of the store, the â€˜white chocolateâ€™ element is introduced with triangular tile work which also marks the stairs leading upstairs to the chocolate atelier. A place for the AcadÃ©mie du Chocolate to meet or host demonstrations, a clear distinction of space is made between retail and studio. The architecture of the boutique is translated to all communication tools including the storeâ€™s website, packaging and shopping bags, clearly establishing an distinct identity.
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