Aim for the senses
The 1000-sq-m House of Chocolate located in Mouscron (Belgium) had to become a state-of-the-art facility for chocolate innovation, co-creation, and inspiration. A way for Cargill to strengthen its position as market leader in chocolate on the one hand, and a response to meeting the everchanging needs of consumers on the other hand. The goal? To bring (pastry) chefs, chocolatiers and FMCG companies in the innovation cycle as early as possible.
For this client, we designed a chocolate journey for professionals. Visitors are tickled with trends, part of reinventing chocolate and taste new varieties in the demo kitchen where workshops with renowned chefs are given. Anything new and now related to chocolate – from consumer insights to ingredients and creations – is gathered under one roof.
The pièce de resistance of the interior design: a rough chocolate crack in stone veneer that follows you along your interactive journey on Chocolate Avenue. The wall covering of the sensory area is custom made from the waste of cacao shells.
The modular spaces can be altered to the needs of both small and large groups, and physical elements were combined with touches of technology. From audio stories, hype boxes, touch tables to a cinematic infinity wall: immersion was key for this multisensorial chocolate experience. The content is not only interactive but also adaptable per group. After a trip down Chocolate Avenue, visitors can enjoy some after talking in both the bar and meeting room areas.
