In order to connect the customer back to Godiva’s Belgian Heritage, dash design chose elements such as espresso wood floors, Carrara marble counter tops, and hand-made glass tiles on the façade that would convey age-old luxury, re-imagined for a modern setting.
Most of the materials were specifically chosen in order to leverage the “chocolate” experience. A 3-dimensional chocolate wave panel, hand made glass tiles on the façade reflecting the artisanal nature of the product, beautiful chocolate tiles that become the backdrop to Lady Godiva, and rich woods with creamy walls that keep the space fresh, light, are all purposefully designed to reflect the indulgence and lightness of chocolate.
The front of the store is for seasonal collections and the mood and tone can change out either through light color, graphics or packaging to create a fresh experience as often as they would like.
The front window of the store is distinctive because it serves a stage for chocolate dipping. As long as the store is open, there is a dipping taking place and the storefront becomes a “theater” for the passing pedestrian audience. Arranging the store with the chocolate-dipping in the front window has served as a successful strategy to attract passer-by and generate traffic into the store.
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