Daniel Stoffel

 Shop design.

Designing and redesigning shops for the Alsatian family chocolate factory.

After entrusting us with the task of completely rethinking the Daniel Stoffel Alsatian family brand, we came up with the idea of creating a new shop at Shopping Promenade Strasbourg Eurométropole in collaboration with the architectural firm AEA.
Then it was time to completely redesign the two historic retail outlets in Haguenau and Ribeauvillé.
We redefined the customer journey and experience, the overall design, the flow, the exterior and interior signage, the sales furniture and the operational efficiency of the premises, the decoration and, in particular, the various original spaces such as the Chocowaouh Café, the tablet library, the mini chocolate factory for children and the lollipop displays.

WORK carried out

Consulting/strategy
Artistic direction
Retail design
Point-of-sale branding
Custom furniture design
Scenography, styling, decoration
Sales promotion concepts
Signage, signs
Customer journey and experience
Employee experience
Innovation

Exterior of a store with a wooden facade, large
Orange
Chocolate shop with orange and yellow striped awning and walls, displaying chocolate.
Inside a colorful store, merchandise displayed on shelves, under decorative lighting.
Interior of a chocolate shop with orange accents. Counters, shelves with packaged treats, and staff behind the counter.
Empty warehouse interior with concrete walls, metal roof, and skylights. Construction materials visible on the floor.

The story of the project began with a blank sheet of paper. It all started with a visit to a newly built 400m² commercial unit with a clay floor.
Thanks to our joint efforts with architects, craftsmen and our customers, we have turned this space into the ideal setting for a gourmet experience that will delight the eyes and taste buds. A haven for food lovers.

The shopping center was like a blank canvas. We started in an empty 400m2 unit with a dirt floor. Thanks to the collaborative work of the craftsmen, the AEA architectural firm, and Encoreunebellejournée, this space is optimized to welcome as many food lovers as possible and delight both young and old.

Black wooden structure with a red and orange sign that says
Orange
Interior of a shop with shelves of jars and bottles, orange walls, and decorative murals.
Three red and white peppermint-swirl stools near a wood-paneled wall.
Orange lettering on a dark wall:
Shelves of chocolate bars and treats in an orange display case. Brown backdrop with chocolate pieces.
Chocolate shop interior.
Interior of a chocolate shop with an orange and dark brown color scheme, a cash register, and a sign.
Orange chairs face a projector screen in a conference room with a botanical wall.

We then refurbished the Daniel Stoffel Chocolate Shop in Ribeauvillé with the brand's new assets and visual codes developed at Shopping.
The challenge was to find ways to adapt the spaces to make the shop more attractive and more efficient.

We then redesigned the Daniel Stoffel Chocolate Shop in Ribeauvillé using the brand's new assets and the visual codes developed at Shopping. The challenge was to find ways to adapt the spaces to make the store more attractive and efficient.

Chocolate cafe interior with counter seating. Orange and black striped decor, coffee machine, baked goods, dark walls.
Orange-toned shop entrance with a large
Orange-themed shop display featuring baked goods under glass domes and shelves of packaged products.
Chef holding a whisk, smiling, and wearing a tall hat and white coat. Orange background with text and logo.
Close-up of a sign for Coma Café with large, 3D letters. Orange and white colors on a striped background.

The historic shop in Haguenau was the last to adopt the brand's new branding. A review of the customer journey and a complete overhaul of the checkout process has optimised flows and the product range, creating an optimal customer experience for food lovers from around the world who come to discover the family-run Alsatian chocolate factory at the site of the famous chocolate workshops. This has even led to the creation of an on-site consumption and tasting area.

The Haguenau store was the last to adopt the brand's new colors. A redesign of the customer journey and a new checkout system have allowed for better management of customer flow and an optimal experience for chocolate lovers from all over the world who come to discover the family-run chocolate factory in Alsace.

More space design?

Office interior sketch. People working at desks, other people standing near shelves with plants.
Mars office reception area with a reception desk, wood paneling, and a potted plant.
Interior of a cheese shop with refrigerated display cases, overhead lighting, and shelves stocked with products.
Burning charcoal in a grill, flames with orange and yellow hues, glowing embers.