The chocolate look
Luxurious aesthetics and decadent, modern interiors highlight the theme of Godiva’s newly designed stores.
The well-known international chocolatier partnered with design firm d-ash design to create an innovated chocolate shopping experience.
Starting first with their store in Amerkez, Turkey, which opened in September 2010, Godiva plans to unveil more of their latest concept locations in Xintiandi, Shanghai, and Hong Kong, China. Stateside shops will open first in Atlanta in spring 2011 and then in New York City during summer 2011.
D-ash design, led by David Ashen, has partnered with Linda Lombardi, Godiva’s v.p. of global store design and visual merchandising, to craft a glamorous environment for patrons looking to shop for chocolate.
Pulling from the storied confectionery company’s 85-year Belgian heritage, each store features its own personality. Amenities can include a Godiva cafe, an interactive 360-degree “Chocolate Island” and a two-story vertical display of chocolate products.
“We really pushed the envelope in the store,” says Ashen, citing their removal of the chocolate display case as one of the most innovative new concepts. By replacing the traditional candy counter with lots of little display areas built into the walls around the store, Ashen explains that each product is able to develop its own story.
“The idea was to create an immersive environment,” says Ashen, who also points out that removing a traditional display case brings the sales person from behind the counter and “gets them side by side with the customer.”
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