Handcrafted stores for the world's finest cookies
Retail brands don’t have to be cookie cutter. Along with our friends at Maison Dandoy, the renowned Brussels-based biscuit company, we decided that after decades of global expansion by mass retailers churning out templated retail design, it was high time for a brand to create more genuine, thoughtful, locally-infused experiences – with a side of flavorful coffee and the world's finest cookies.
So when Maison Dandoy took over two iconic sites in Brussels and Antwerp, our brand experience team went to town creating city-specific spatial concepts that are at once familiar, yet markedly individual. Recognizable by their signature, foundational features – the marble counter, the golden dot lighting fixture, and the hand-painted logo adorning the windows – each boutique has an atmosphere that is reflective of its location. The Brussels store, in the grand Galerie du Roi (literally “King’s Gallery") presents a new take on the old world, while at Antwerp, the concept is as contemporary as the city itself. With each of their customized, human-sized, and handcrafted stores, the nearly two century old, family-owned Maison Dandoy realize that they are investing in a neighborhood and a community as well as a store.
Erwin De Muer, Designer
Léa Wolf, DesignerOur goal is to make the customers feel at home. Although the locations are impressive, Dandoy wants theirs stores to feel accessible to everyone, a place of connection, friendliness and warmth.
Thomas Leon, Creative DirectorIt’s all about smelling the cookies when you enter a Dandoy Boutique.
Erwin De Muer, DesignerI imagine kids coming into the store today and returning years later with their own children. Celebrating the history of Dandoy and creating new memories for the future – that is what this store is all about.
Léa Wolf, DesignerBrussels based textile designer Christoph Hefti developed a whimsical print, transporting you to the tropics with birds eating Dandoy biscuits in a lush setting.
Erwin De Muer, DesignerWe repurposed and restored the original wooden cabinets which served as fixtures in the pharmacy and book store that previously occupied this space. Any damaged pieces were painstakingly reproduced and we are happy to have been granted landmark protection for this historical interior.
Erwin De Muer, DesignerTraditional production methods, so important in making Dandoy’s biscuits, are also present everywhere in the new shops. We looked for outstanding craftsmanship in Belgium, Portugal and Italy.
Erwin De Muer, DesignerWith her already iconic brass lamps, Nathalie Dewez made a reference to Dandoy’s golden polka dots. For our counter and chandelier, we went to Portugal to find our craftsmen.
Erwin De Muer, DesignerThe gold-plated lettering was applied by hand by Kevin Cocquio.
Erwin De Muer, DesignerThe iconic counter, constructed from Verde Alpi marble, is placed in the center of each shop so that you can see the whole range of Dandoy biscuits all at once. We wanted to create a “Horn of Plenty” feeling. It’s such a pleasure to see the look on a kid’s face when they enter the shop for the first time.
Thierry Brunfaut, Creative Director & PartnerDifferent place, different feel. For the Antwerp store, we created a bright white contemporary space with touches of wood and gold.
Thierry Brunfaut, Creative Director & PartnerThe green marble counter, the folded dot lights, and the logo on the window are the unequivocal signatures of the Maison Dandoy family.
Erwin De Muer, DesignerSpectaculoos Speculoos. That golden cookie box is there for you. What are you waiting for?
The Royal Galleries opened in 1847 in Brussels and have remained one of the most chic retail locations in Belgium ever since. Surrounded by fellow Belgian heritage brands, a cinema, two theaters and classic restaurants, Maison Dandoy now occupies a space that feels like a natural fit, as if the store has been there since day one.