'maison des maîtres chocolatiers belges' by minale design strategy in in brussels, belgium
all images courtesy minale design strategy


creative agency minale design strategy has headed the concept and interior design
of belgium-based shop, 'maison des maîtres chocolatiers belges'. naturally drawing
from the qualities of chocolate, the project aims to create a dynamic shopping
environment with a bold and graphic wall treatment.



shop interior


in a singular manner, the floor, walls, and ceiling are treated in a chocolate colour
which can be clearly observed from the street. the edges and corners of the room are
pulled out in a three dimensional, multifaceted surface that reflect light at
different angles. the gem-like effect was intended to suggest a chocolate quarry
out of which the shop was hewn. much like a scored chocolate bar, the walls feature
well-defined grooves for display shelves made out of glass.



chocolate counter


near the counter at the back of the store, the 'white chocolate' element is
introduced with triangular tile work which also marks the stairs leading upstairs
to the chocolate atelier. a place for the académie du chocolate to meet or
host demonstrations, a clear distinction of space is made between retail and studio.



'jewel-like' tile effect



checkout counter



(left) entrance
(right) facet detail



showcase shelves of resident artisans



suspended light pieces and stool


the architecture of the boutique is translated to all communication tools including
the store's website, packaging and shopping bags, clearly establishing an distinct identity. 



embedded screen displaying information



packaging