Maison des Maîtres by Minale Design Strategy

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Maison des Maîtres by Minale Design Strategy

Faceted chocolate-brown panels line the walls of this chocolatiers’s shop in Brussels designed by Minale Design Strategy.

Maison des Maîtres by Minale Design Strategy

A triangular relief at the top of the walls gives way to a flat, regular grid further down, making way for display cases.

Maison des Maîtres by Minale Design Strategy

Located on the city’s Grand Place, the Maison des Maîtres Chocolatiers Belges sells chocolate by ten master chocolatiers.

Maison des Maîtres by Minale Design Strategy

Minale Design Strategy also created the branding and identity for the shop.

Maison des Maîtres by Minale Design Strategy

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Maison des Maîtres by Minale Design Strategy

The information that follows is from the designers:


A chocolate jewel case for chocolate gems

From outside, one is drawn in by the originality of this boutique.Once past its glass entryway, the Maison des Maîtres Chocolatiers Belges strikes the senses of the visitor with its bold singularity. The single floor-to-ceiling chocolate color treatment of this triangular space definitely stirs emotional response.

Maison des Maîtres by Minale Design Strategy

The three dimensions of the space suggest a chocolate quarry, out of which the shop has been hewn,» explains Samuel Dubech, interior designer for Minale Design Strategy. On the walls, one notes diamond-like facets in their upper and lower zones, which visually «melt» into the floor and ceiling. The chocolate «raw materials» give way at midpoint to perfectly aligned chocolate squares from which extend glass display shelves.

Maison des Maîtres by Minale Design Strategy

The interior design echoes the transformation process of crude rock from the quarry: from the rawness of the space to the refinement of the displayed product.The orthogonal feel of the store’s two display walls offers a well-defined showcase to resident artisans. Each is provided with a dedicated space for his or her portrait, career path, birthplace and personal quote. On the floor, carved join-lines link the lower points of the wall to the straight edges of the central units that seem to push up from the floor.

Maison des Maîtres by Minale Design Strategy

Also treated to a lick of chocolate brown, they are equipped with a retro-lit glass plate to highlight the products of the Maison des Maîtres Chocolatiers Belges. They become an exhibition zone according to the events of the year. Visitors can sample pralines and more than ten varieties of hot chocolate on site.

Maison des Maîtres by Minale Design Strategy

At the center of this triangular space lies the exposition zone of the Master Chocolate Makers. Presented in a unified fashion (photo, brand, quote...), they display their creations on glass shelves, a material that echoes the precious quality of the products on show.

Maison des Maîtres by Minale Design Strategy

At the heart of a chocolate quarry

The visitor penetrates a chocolate world from top to bottom, like a chocolate quarry out of which the shop has been carved. A raw material, as if shaped by the artisan. The intrinsic character of the space is relayed by its «diamond point» design, which, under the play of careful, precise lighting, offers subtly graded chocolate tones, and creates a unique experience for the visitor. Guaranteed pure chocolate !

Maison des Maîtres by Minale Design Strategy

At the back of the store, floor and wall melt in a «waterfall» of melted chocolate. Near the counter, to the left, the fudge-hued wall turns to milky white, thus introducing the white chocolate theme that continues upstairs. The second floor «atelier» is where the Académie du Chocolat will meet and where more «scientific» demonstrations will take place. All the Maison’s architectural elements were custom designed and made to measure.

Maison des Maîtres by Minale Design Strategy

Both awards are testimonials to the importance of design in today’s consumer market, concludes Gwenaël Hanquet. A design carried through to the smallest details creates a kind of harmony that literally transcends the concept to reveal its strength. These distinctions are also proof that design is not the reserved domain of big chains; it is within the reach of all those who want to make their point of sale a living, breathing space capable of creating emotional response, while measuring up to exacting standards of profitability.

Maison des Maîtres by Minale Design Strategy

Creating emblematic brands in France, Benelux and abroad, Minale Design Strategy is a corporate and retail identity specialist.

Maison des Maîtres by Minale Design Strategy

An independent agency with offices in Paris, Brussels, London, Rome, Moscow and Brisbane, Minale Design Strategy advises businesses, property investment companies, mass-market chains, and retailers in areas of market strategy, name and brand creation, merchandising, and commercial space design.

Maison des Maîtres by Minale Design Strategy

The agency currently accompanies networks such as Delhaize, Colruyt, Multipharma, Côte d’Or, Brico, Century 21, Luxus, Conforama, Carestel

Maison des Maîtres by Minale Design Strategy


See also:

.

Godiva Chocoiste
by Wonderwall
Confiserie Bachmann
by HHF Architects
Kiosk at SCP
by Michael Marriott
  • http://www.georgehollander.com George

    Looks very expensive. It will take a lot of "expensive" chocolate to get their money back, especially in this economy!

  • SRF

    Don't like! Completely overpowers the products!

  • steef

    Well, you will have to give them credit for convincing their client to pay for this.

    Seems much more like a designers exercise then a representation of a chocolates brand…

  • Bassel

    People keep in mind that this shop is in chocolate town Brussels, they must have had to go over the top to stand among competitors.

  • http://www.joelharding.ca JoelH

    I think this is beautiful. I want to lick the walls. The identity is lovely as well, and together it all seems very appropriate.

  • jacob

    Best part is the logo.

  • kari

    any idea what the panels are made from?

    • Hercule Poirot

      Seems to be just lacquered MDF panels, no ?

  • Kim Nguyen Ngoc

    You guys obviously don't know anything about Belgium Chocolate industry. It's like wine for the French or Sushi for Japan.____The country produces 172,000 tons of chocolate per year, there are festivals, museums, and the colonial history was mainly based on the explotation of cocoa in Africa. Chocolate is a luxury good in Belgium, and it attracts tourists accross Europe.__This shop is a minor boutique design compared to the major brands

    • steef

      Being Dutch, Kim, I know the Belgium Chocolate industry very well.
      And I still think the design overpowers the product hugely.

    • Hercule Poirot

      Sorry to contradict you, but chocolate is nót considered as luxury in Belgium. Some brands are, others are definitely not. By the way : the most expensive brands are not the best ones. Just like wine indeed. And this is not a shop for one brand, it's more like a common initiative to promote chocolate on the main touristic attraction of Brussels, the Grand Place.

      • Kim Nguyen Ngoc

        Being French, I don't mind contradiction. In recent years, 3 Millions of tons of coca worth $ 5,1 billions. Dutch process chocolate, Belgium and Switzerland sell them.
        I still think the design is not fantastic, but a good SHOWROOM that will last for few seasons, like any food and beverage design.

  • Katsudon

    Design is ok… today, but tomorrow? I feel like it will very fast be out of fashion, which appeal also the money back topic.