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Godiva Chocolatier Taps d-ash design to Create Global Retail Concepts for Future Retail Locations

Inspired by Belgian Art Nouveau, Elegant Interiors Make “Chocolate the Star”


2.8.11 | New York, NY | d-ash design has reinvented the chocolate experience with five new flagship locations for international chocolatier Godiva. The new store design will serve as a template for future Godiva retail locations, and it signals an exciting new chapter in the history of the world-renowned chocolate-maker.


The first of the Godiva retailers to feature the d-ash design concept recently opened in Istanbul’s Nisanti district. Godiva and d-ash design are continuing their collaboration with newly completed stores in Amerkez, Turkey; Xintiandi, Shanghai; Shanghai’s Pudong region; and in an IFC mall in Hong Kong. Stateside locations will open in Atlanta in Spring 2011 and in New York City in Summer 2011.


The d-ash design team (led by David Ashen) partnered with Linda Lombardi, Godiva’s Vice President of Global Store Design & Visual Merchandising, to create the new concepts, which brings a more luxurious, immersive retail environment to the company’s worldwide operations. Together, Lombardi and Ashen have fashioned a glittering aesthetic that pays tribute to Godvia’s venerable Belgian heritage while presenting a fresh face to the world, with clean, modern interiors where as Ashen puts it “chocolate is the star.”


Each flagship has its own personality and amenities, including a Godiva café that provides guests with an elegant and stylish place to have a cup of cocoa, an interactive 360-degree “Chocolate Island,” and a two-storey vertical vitrine in place of the traditional chocolate display case. The interiors highlight a palette of dark browns and bright creams, rendered in an array of rich materials, and the exterior features beautiful Art Nouveau-inflected bronze gates framing the Lady Godiva logo.

Says Ashen, “Our objective was to make the consumer feel totally surrounded, in a sense, not just by chocolate itself but by all the emotions that chocolate conjures — pleasure, indulgence, comfort. Everywhere you turn there’s a different way to enjoy Godiva, a different type of chocolate encounter.”

The redesign gives new life to one of the biggest brand names in the chocolate industry, with d-ash design bringing a touch of 21st century glamour to chocolate lovers everywhere — just in time for Godiva’s 85th anniversary.

About d-ash design

d-ash design is a New York-based interior design firm that combines innovative design with functionality. Their portfolio of work includes hotels, restaurants, retail, nightclubs, bars, event spaces, and educational facilities. David Ashen, President, is sought out for his unique ability to extend a brand, embrace a concept and make it come to life. Global brand leaders in major Fortune 500 Companies have relied on David and the d-ash design team to analyze cultural nuances and regional buying behaviors to design visionary spaces throughout the world including the U.S, Japan, Korea, Hong Kong, Singapore, Taiwan, France, England and Brussels. He has been the recipient of the “Wave of the Future 2004” award by Hospitality Design, “Rising Star in Interior Design 2007” award by the Fashion Group International, and was named “One of Ten to Watch” by New York Magazine in 2005. Current work includes projects in Denver, Washington DC, New York and the United Kingdom.

Comment | Categories: Arch & Design, Projects