CASE STUDY: Godiva Chocolatier
Objective
Create a more experiential retail concept that focuses on moving the consumer from a gifting mindset to a more self-indulgent purchase, while having the capability to flex during peak gifting seasons to handle large inventory of prepackaged gift products.
Result
Through a more approachable, inviting environment, the sights and smells of the global chocolate brand beckon consumers inside to partake in a luxuriously indulgent experience.
Design Elements
- Given the company’s European history, a visual platform inspired by art nouveau was a natural place to start; incorporating mosaic and bond patterned tiles, horizontal stripes and borders. Polished mosaic marble tiles, cast resin architectural details and the gently curved surfaces are juxtaposed against the rigid geometries.
- Visible from the exterior, the “theater” of the store experience is the dipping and beverage bar, where confections, cookies and fruits are finished-before-your-eyes with the distinctive Belgian chocolate.
- The store itself consists of three shops: the first, an area focusing on handmade, individual pieces of chocolate and custom made beverages; the second, a series of seasonal and special product stages that combined with flexible modularity - allow for the bulk and assortment of food, seasonal and giftable products; the third focuses on the traditional Godiva gift product.
- Tempting bold graphics across the rear wall of the case creates a powerful brand story displaying menu and daily specialty treats.
- The perimeter of the store is lined with a variety of fixturing options so consumers can easily differentiate the candy collections, while nesting tables of metal and wood offer flexible merchandising display options.
