The art of chocolate

Pierre Cluizel had a vision to create the definitive luxury “art of chocolate” experience, starting with a concept store in Paris. The aim: total immersion by combining several elements in one, including bar, restaurant, lounge, shop and kitchen: everything from the history and alchemy of the cocoa bean to lessons in pastry cooking with chocolate, and of course, the sensory pleasures of eating it. He had found a stunning location in the heart of the Latin Quarter in Paris, and came to Dragon Rouge to help bring the vision to life, everything from the name to the interior design to the packaging.

A silver cacao tree

Dragon Rouge interpreted “the art of chocolate” as thoughtful, highly crafted and beautiful in every detail. We aimed to create a refined and elegantly French feel, and here the name – Un Dimanche à Paris (A Sunday in Paris) – was fundamental in setting the tone: Paris is of course both as French and as synonymous with good taste as you can get, whilst Sunday helps bring associations with informality, relaxation, and pleasure. The central visual element was a silver cacao tree – without which there would be no chocolate – and this is supported by a subtle brown, taupe and light green colour palette: very contemporary. Packaging was high-end, in the style of the major fashion houses. The store itself was challenging, given that it is set over two floors in a tower that was actually part of the ramparts of Paris in the 12th century. However, the tower, given centre stage and beautifully lit, is a great asset for the brand, and acts to unify the space.

European expansion

Un Dimanche à Paris has opened to great acclaim. The only people complaining are Parisian tour guides, whose groups seem to diminish in size when faced with the temptations calling from within this historic building. Pierre Cluizel is now looking to extend the concept to other major capitals.