The chocolate sector’s shift from run-of-the-mill to high-end experiential retailing is epitomised by Le Chocolat’s premium opening in Dubai’s outdoor mall
Time was when a chocolate shop consisted, for the most part, of a counter, some boxes containing confectionery, and a gently smiling proprietor.
Today that image is largely a thing of the past and many chocolate shops really are things of wonder.
Boutique Le Chocolat in the Dubai City Walk outdoor mall is a case in point. Realised by Umdasch Shopfitting, the curving fins that form the exterior guide the shopper into an interior with a white ceiling punctuated by gold ribs and silver lighting.
The mid-shop is also white, with display equipment using gold-bronze elements to add a luxury feel to the space.
Sweets can be tasted in a seating area featuring green velvet sofas, and there is, of course, an area of the shop where personalised chocolates can be created.
The highlight, however, is the chocolate sculptures. Shoes with stiletto heels and a mannequin wearing an haute couture dress have all been fashioned from chocolate.
This is a premium proposition, but it does show just how far the business of selling chocolate has moved on from the sweetie shop of old.
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