DESGRIPPES GOBE CREATES A TEMPTATION BOUTIQUE FOR NEUHAUS

Desgrippes Gobé creates a temptation boutique for intense chocolate pleasure for Neuhaus. The agency was chosen by Neuhaus to reposition the brand in a contemporary context while accompanying a rise in stature.

(Paris, October 2006)

Neuhaus has been crafting quality fine Belgian pralines since the family owned company was founded in 1857. Desgrippes Gobé created an overall creative concept for Neuhaus from conception through implementation of the brand expression territory aimed at the pure temptation of chocolate pleasure while drawing on its historical identity roots.

Neuhaus a “Chocolate Creator” since 1857
Recreating desire and surprise: this was the main principle guiding the creative concept implemented by the Desgrippes Gobé agency. The idea was to adapt to a strong market trend where increasingly creative and innovative players grab larger shares of this gourmet market.
To reposition the Neuhaus brand in its legitimate contemporary context, Desgrippes Gobé redeployed the notions of pleasure and exception of chocolate while leveraging the historical foundations of the brand – the traditional quality and care in ingredient selection and product development.
This brand work led Desgrippes Gobé to redefine the Neuhaus expression territory to create a consistent context from the boutique concept and its fundamental components to the brand’s graphic guidelines, logo and color codes.

Every step brings the client to pleasure
The overall boutique concept is based on pleasure and the path that leads a gourmet client on a voyage of discovery.
The first disruptive element is the introduction of a coral red color to highlight the flavor and gourmet suggestiveness of the new face of Neuhaus. Combined with dark wood the space becomes warm and luxurious while maintaining a balance between tradition and modernity. The N in Neuhaus is an identifying element and its presence remains as a seal of the brand’s rich history.
“The Alley of Desire” adds theatricality to the display and raises chocolate to the level of a precious, gourmet product. Displayed on a discovery runway, like a jewel in its box, the praline becomes a star. The client is guided from treat to treat discovering the leading products on a spot-lit path.
Another federating element is the sparkling crystal chandelier which dominates the space and introduces a note of folly into this very sophisticated environment.
The sales counters are low in order to create a new relationship where the product is magnified while becoming more accessible. Visitors can circulate freely in the store whilst discovering the extent of the offering.
Everything is designed like a tempting jewellery box to create a true differentiation for the Neuhaus brand and attribute a legitimate territory to it: that of chocolate pleasure.
The choice of colors and materials associated to the pace of the boutique, straight and curved lines all lead to temptation and the warm sophistication of chocolate, a product with such developed flavors.
The identitary elements for the new concept shall eventually be reproduced in all Neuhaus sales outlets and easily meld with the often antique and remarkable architecture of the brand’s boutiques.

About Neuhaus
Neuhaus is the story of a creative inventor who stretched the limits of gourmet creation with luxury pralines and quality biscuits. Since 1857 Neuhaus has created, developed and crafted artisan chocolates for connoisseurs, those who love delicacies and search for gourmet passion.
As the inventors of the stuffed chocolate praline, the creators at Neuhaus have always innovated in order to perfect recipes for fine quality chocolates and sweets. Neuhaus has a high performance distribution network and is internationally known with almost 2000 sales outlets in 50 countries.