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Brief Published: 15 Apr 2011

Confectionery Cavern


Using geometric shapes in relief, like those used by installation artist Clemens Behr (see report), confectionery retailer La Maison des Maîtres Chocolatiers 100% Belges has created a delicious looking interior for its boutique in Brussels.

Using triangular shapes that jut out in arching formations at floor and ceiling level, which give way to more practical flat, square tiles on the display walls, the overall look bears more than a passing resemblance to Willy Wonka's fictional confectionery paradise.

Selling artisan chocolates from five Belgian chocolatiers, the boutique has a central ‘exhibition area’, featuring glass shelves and custom-built fixtures, while at the back of the store, the tiles turn from brown to white – inviting customers to explore the white chocolate department on the next floor. On the second floor is an atelier where La Maison des Maîtres Chocolatiers hosts Chocolate Discovery Workshops.

Designed by Brussels-based Minale Design Strategy, the store has already won a Janus du Commerce award from the Institut Français du Design for its innovative design.