Brugge La Chocolatier was founded on 26th January, 2008 with a vision to establish itself as a frontrunner and benchmark in premium Belgian Chocolates in India. Brugge set out with a mission to be the most preferred and best in class Belgian chocolate brand offering an exclusive premium collection of chocolates in an environment offering a great consumption experience. The differentiated specialization of the brand is its adoption of the tradition of the Belgian way of making chocolates and hence the brand was named after the city of Brugge, known for its exquisite chocolate houses.
The design brief was “To create a unique experiential space wherein the customer can visually taste the tradition of the city of Brugge in Belgium when indulging in an exotic and exclusive variety of chocolate delicacies and offerings of Brugge through engagement and consumption”.
The design strategy was to create an environment that evokes the experience of luxury of the city of Brugge in-terms of its rich history & tradition in chocolate making with a unique signature that presents the exclusive offerings of the brand in a visually and physically engaging experience to the primary young, and young at heart, visitor.
The store design concept took key visual cues from the city of Brugge and is largely influenced by it in the architectural forms, texture, colour and details in the design development. The inspirations helped evolve a design palette for the store environment interpreted in a young modern signature of Belgian design sensibilities in the interior design, in-store messaging, graphic imagery and visual merchandising.
The store front, inspired from the Belgian streetscape, evokes the imagery of brand’s specialty and tradition. The store is spread over three floors, each catering to a different engagement need of the visitor. The Ground Floor, features the chocolate store that presents the exquisite collection of chocolates of Brugge in a gallery format. The First Floor is the Café to leisurely enjoy a delicious menu of eats, exciting ‘chocolate-laced’ items and beverages in a Belgian-inn inspired environment design.
The Basement features the Gifting Section where different gifting solutions are presented for Corporate, Festive and Valentine occasions. A ‘Create’ table offers moulds and implements to personalize chocolate delicacies from premium Brugge ingredients. The basement also houses a colourful and engaging Kids area for kids to play while they enjoy the kids range of chocolates in the store.
The visual merchandising and communication of the store, with the use of visual communication and prop assisted product presentation, help in adding to the experience of seeking a treat, looking for a gift or spending some leisure time with a friend. Bird cages, wall mounted chairs, a bicycle, baskets, and glass bowl like decorative lighting and a kids’ toy streetscape and a chocolate bar like ceiling add the brand proprietary emotive touch to the store environment. Messaging across the store help add emotive and meaningful conversations in the environment.
The color, textures and material palette of the store have been derived from Belgium inspirations with a dash of youth appealing colors rendered in interesting forms. Eclectic props and forms inspired from the art of chocolate making are used in the store to create a signature Brugge environment. The lighting used is an accent concept that draws attention to the exquisite store offerings and also interior design features that define the brand. Overall, the store offers an immersive premium Brugge chocolate experience for discerning chocoholics.
Designed by Four Dimensions
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