As one who is passionate about retail design AND her heritage, I must place Maison Dandoy at the top of my favourite Belgian retailers list.
They are undeniably THE reference for our infamous spéculos biscuits!
There is, however, also much to appreciate in their retail strategy including more specifically their approach to retail design. In this regard, I personally consider Maison Dandoy an amazing “good practice” reference, and more particularly for the way they have applied a successful “localised retail design approach”.
We are all familiar with brands such as Aesop & Starbucks, famous for what is often referred to as a “glocal” design approach. One where each store is uniquely designed with references to its specific location… but still allows immediate brand recognisability.
Let me illustrate why I think Dandoy has also mastered this approach, with 4 of its stores, all located in a different area of Brussels:
1. Buls (off Grand Place) – the most visited: this location was the first to serve Dandoy’s now renowned Belgian waffles. This became an instant hit and as a result the brand had to completely review their store design. The focus on the GF is on quick take away service. While upstairs they offer the opposite: a calm and out of time tasting experience. The overall design combines modern elements with medieval features from the existing building: a mix of heritage and modernity perfectly suited to the brand.
2. Rue au beurre – the FIRST: this store simply breathes the brand’s history, from the original workshop visible at the back, to the traditional moulds and old biscuit tins. A true time capsule!
3. Galeries St Hubert – the most glamorous: though it may not look it, this store is one of the most recent. Following the success of its first cafe, Dandoy saw an opportunity to replicate the idea in another iconic location. The aesthetic was however adjusted to suit the refined “turn of the century” gallery setting.
4. Ixelles – the hippest: located in a university neighbourhood, this shop may be the furthest from the others’ aesthetic, yet it can still easily be associated with the brand.
Would you not agree that each location offers a truly unique & differentiated experience… but that the brand still remains recognisable at one glance?
A brilliant retail design strategy which entices customers to visit ALL locations. Speaking for myself: just as I do for Aesop, I now also make a point of visiting each Dandoy I pass.
I must also quickly mention the amazing service one can find in most of these stores. The staff is some of the most friendly and devoted in Brussels. Another testament to the brand’s retail know-how!
Looking for someone to take you on a tour of these stores, check-out my retail safari service offer.
Credits: Dandoy (photos 4, 11, 14) and Wikipedia (photo 10)