nendo designs BbyB's first overseas chocolate shop in ginza, tokyo
 
nendo designs BbyB's first overseas chocolate shop in ginza, tokyo nendo designs BbyB's first overseas chocolate shop in ginza, tokyo
mar 27, 2015

nendo designs BbyB's first overseas chocolate shop in ginza, tokyo

nendo designs BbyB’s first overseas chocolate shop in ginza, tokyo
all photos by daici ano

 

 

 

nendo has designed the first overseas shop for antwerp-based chocolatier BbyB, run by two-michelin star chef bart desmidt. the belgian brand’s chocolates may look the same from the outside, but they come in 30 distinctive flavours — from strawberry, pepper and lemon to passionfruit and basil — that are wrapped in modular packaging. each set of sweets is presented in five bars, all individually slotted into a sliding box, which collectively form a cube. their contents become apparent only gradually, as as they are opened and closed, offering surprises until the very last bite, turning the cube into a ‘magic chest of drawers’.

nendo chocolate shop BbyB designboom
the chocolates are available in 30 flavors, each of which are showcased in a transparent case

 

 

 

following this logic, the japanese designer has turned the shop space into a three-dimensional version of the chocolate packaging. the confectioneries seem to float in a transparent ‘chest of drawers’, placed at the centre of the retail space against a white wall tiled in the candy wrapper, so that the entire partition turns into another ‘drawer’ in which customers can remove their desired flavors for purchase.

nendo chocolate shop BbyB designboom
a 12.5m long transparent display case stands at the centre of the interior

 

 

 

towards the rear of the shop, the 12.5 m long transparent chest transitions into a showcase that displays the products individually, ultimately forming a counter for customers at the shop’s café. while the front of the store is conceived as an entirely white space, the rear café is entirely black, following the colour scheme of BbyB’s signature packaging cube. the design creates a seamless transition between the shop space, the packaging and the act of eating the chocolates, offering an organic, compelling experience.

nendo chocolate shop BbyB designboom
the transparent case emulates a large drawer extending out of the wall

nendo chocolate shop BbyB designboom
the display case transitions into a bar for the café at the shop’s rear

 

nendo chocolate shop BbyB designboom
interior view of the café rendered in all black to contrast the all white shop

 

nendo chocolate shop BbyB designboom
full view of nendo’s scheme for the BbyB chocolate shop in ginza

nendo chocolate shop BbyB designboom
shop front

    have something to add? share your thoughts in our comments section below.
    all comments are reviewed for the purposes of moderation before publishing.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    PRODUCT LIBRARY

    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    design news

    ×
    keep up with our daily and weekly stories
    501,537 subscribers
    - see sample
    - see sample