Design a new concept for several metropolitan shops. This concept exudes generosity – if it’s done well. Hospitality. Recognisability. And yet, surprising. Everything fits within a broader rebranding idea.
The large, refrigerated display units (2) show off a profusion of chocolates. The dark and milk chocolate gold is liberally and generously exhibited. And yet… Simple materials create a relatively minimal presence within the whole.
A lot of products (3) on simple shelves. Showing off the full range, almost as if there isn’t enough room. Generosity. No over-the-top story, no pedestals, no exuberant window displays. Simplicity. Affordability. Hospitality.
And even though the concept has been translated concretely in all the shops, each shop maintains its own, unique identity. No copies, but a clear leitmotif. No boring cookie-cutter shops, but unique personalities. And coordinating it all: the Galler appeal.
FIVE AM provided design assistance and translated the concept into each new shop.