A retail brand where each store is unique? Now that's unique!
Retail brands don’t have to be cookie cutter. We and our friends at Maison Dandoy, the renowned Brussels-based biscuit company, 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 of 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 a feel that is reflective of its location. Brussels, in the grand Galerie du Roi (literally “King’s Gallery") presents a new take on the old world, while Antwerp is dressed up in a concept that is as contemporary as the fashion from where it hails. With each store being customized, human-sized, and handcrafted, the nearly two century old, family-owned Maison Dandoy realize that they are not only investing in a store, but a neighborhood and a community as well.
Erwin De Muer, Designer
Léa Wolf, DesignerOur goal is to make the customers feel at home. Despite the sometimes impressive locations Dandoy wants theirs stores to feel accessible to everyone, a place of connection, friendliness and warmth.
Thomas Leon, DesignerIt’s all about smelling the cookies when you enter a Dandoy Boutique.
Erwin De Muer, DesignerI imagine kids coming into the store today and how they would return, years later, with their own children. Celebrating Dandoy’s history and creating new memories for the future, that is what this store is 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 the making Dandoy’s Biscuit, are also present everywhere in the new shops. We looked for outstanding craftsmanship in Brussels, Belgium, Portugal and Italy.
Erwin De Muer, DesignerWith her already iconic brass lamps Nathalie Dewez made a reference to the Dandoy’s golden polka dots and 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, composed in Alpi Verdi Marble, is always placed in the center of the shop so that you see the whole range of Dandoy biscuits all at ones. We want 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 unequivocally sign it as a true member 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 chicest 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 is such a natural fit, it feels like the store has been there since day one.