Godiva Rides into Hong Kong
Luxury chocolate brand Godiva has opened a one-off store in Hong Kong’s YOHO shopping centre, designed by design consultancy Futurebrand UXUS.
The store, rather more café than chocolate shop, is inspired by the setting in which the chocolatiers at Godiva create new confections, their studio, but to this a number of brand cues have been added.
These range from a white neon mural featuring the outline of a naked woman with long hair riding a horse (a tribute to Lady Godiva who rode through Coventry with no clothes) to a picture of a chocolate box.
The core of the store, however is the central glass-topped counter where chocolates, out of the box, can be viewed and purchased, with slim pendant lights providing illumination overhead.
The aim of the store is to encourage customers to discover new creations and shop for occasions as well as socialising in the space, according to Futurebrand UXUS, which says that the store offers a sequential experience as customers move through the space, akin to sampling a box of chocolates.
Beauty and chocolate shops/confectioners continue to lead the way as far as creating social spaces is concerned.