Smith &+ Village’s designs for Harrods’ own brand confectionery are sitting pretty in the luxury store’s newly opened Chocolate Hall. It’s the last of Harrods’ famed food halls to be revamped, and the pièce de résistance. For anyone who has missed the theatre of real-life shopping, this will sate their desires.
Visitors can see artisans at work making bonbons, filled bars and other delights, with live demonstrations from Harrods’ in-house chocolate masters. And of course the hall houses the crème de la crème of chocolate brands, from Pierre Marcolini, William Curley and To’ak, whose Guayasamin Art Series bars retail at £350 for 50g.
“Harrods is famous throughout the world for being the home of super brands, and we knew we needed to create a super brand out of confectionery. Says Richard Village, Strategy Director of Smith&+Village. “We made very sure that the design of the new packaging followed the principles of a super brand and conveyed the same opulent look and feel.
“Using beautiful materials, beautiful brand pattern and the big ‘H’ monogram, it has made something uber-luxurious and seductive that sits happily among other luxury chocolate brands and feels like a world-class leader of this fabulous category.”
The revamped chocolate hall recognises the importance the building’s Grade I-listed status, while incorporating modern materials and technology. Taking the stage alongside the beautifully restored Edwardian tilework, Smith&+Village’s tubs of cocoa dusted fruit and nuts are a symphony of variegated colours, somehow managing to be both understated and celebratory. They work beautifully as active elements of the store’s visual language and as individual covetable gifts.
“These rooms are incredibly impressive and we needed to having something that both echoed the grandeur of the chocolate hall and would also be contextualised within it, so that it all tells a seamless Harrods story,” says Richard.
As well as the cocoa dusted fruit and nuts, the range encompasses chocolate thins, fondant, and large truffle selection, Turkish delight and old confectionary favourites like cola cubes. The ‘H’ monogram repeated in gold against a delicious colour palette becomes a kind of house check pattern, conveying the finesse of the treats within.
Harrods first sold chocolate bars back in 1870, before beginning to make its own in-house chocolate in 1897. Smith&+Village is proud to be part of the latest chapter of Harrods’ story, helping secure it status as a world-leading chocolate maker and purveyor. This new range of luxury packaging enhances the pleasure of gifting and delivers the joyful anticipation of good taste.
Source: Smith &+ Village’s