NEW YORK — dash design, a New York-based interior design firm, has created Truffle Express, Godiva’s first freestanding chocolate kiosk. Recently debuted in San Francisco’s Westfield Centre Mall, the iconic store’s “hip little sister” allows customers to experience the beloved truffles in a new and fresh way.
Located in a high-traffic area in the Mall’s food court, Godiva’s Truffle Express provides the shoppers with a quick grab-and-go experience, allowing for easy access to old favorites while introducing new and exciting seasonal flavors. The truffles can be purchased individually from the display case or in pre-assorted “tasting flights.”
dash design partnered with Creative Brand Strategist Peter Levine to develop the identity of this new Godiva outlet. Less formal than a traditional Godiva store, the kiosk is designed to appeal to a younger, fast-paced, impulse-driven customer who wanted a treat or a small gift on the go. Truffle Express features clean lines and sleek materials, marrying the classic Godiva brand with cool, modern scheme.
“We sought to convey a sense of newness with this concept yet still connect to the core of Godiva brand,” explains Jhipo Hong, dash design’s Creative Director for architectural interiors, “We used bright fashion accent colors and materials to accessorize the clean monolithic design and the continuous 15-foot-long glass showcase to really celebrate the truffles.”
The kiosk’s seamless design is punctuated by hints of orange back painted glass, which add visual punch and draw attention to the display niches. An eye-catching, color-changing LED sign creates a visual beacon and also serves to represent the flavors of the season. To reinforce the concept of seasonality, multi-color changeable graphics are also used to signal the arrival of new flavors. With its modern aesthetic, streamlined purchasing process, and a decidedly fashion-driven, feminine palate, Godiva Truffle Express takes the philosophy of “grab-and-go” up a notch.
The Truffle Express is currently the only Godiva’s freestanding chocolate kiosk. Other recent collaborations between dash design and Godiva include two Godiva stores in Seoul, Korea and one in Beijing, China, as well as the company’s Flagship store on Madison Avenue in the New York City.
ABOUT dash design
dash design is a New York-based interior design firm with two driving goals: to elevate the clients’ brand, and to engage and delight the customer. The firm’s designers are capable of updating spaces or reinventing whole categories—and everything in between. Global brand leaders in major Fortune 500 companies have relied on dash design to analyze cultural nuances and regional behaviors to design visionary spaces throughout the world.
dash design’s experiential approach is credited to the background of founder and principal, David Ashen, a graduate in Ergonomics with a Masters in Architecture. The firm takes a pioneering approach integrating the psychology and physicality of design. dash’s work has been the recipient of awards including the “Rising Star in Interior Design” (Fashion Group International), “One of Ten to Watch” (New York Magazine), “Retail Store of the Year” for Godiva (Specialty Food Category/ Chain Store Age), “Wave of the Future” (Hospitality Design), and 1st Place in Home Goods (VM&SD; International Store Design Competition). Current work includes retail and hospitality projects in New York City, Charlotte, Washington D.C., Cleveland, Shanghai, Seoul and Istanbul.