Retail Window Display: Celebrating Neuhaus' Legacy in Chocolate

#chocolate #windowdisplay #visualmerchandising
June 2025

Retail window design — A Window Into Neuhaus' Heritage

In the heart of Brussels’ tourist district, under the historic arches of the Galeries Royales, Neuhaus recently unveiled its latest three-meter-wide window displays at its very first and flagship boutique — and we were grateful to contribute to their realization.

More than a chocolatier, Neuhaus is an inventor. Mr. Neuhaus is famously known for creating the praline, and it was none other than Mrs. Neuhaus who introduced the ballotin — the elegant box that elevated chocolate gifting. That spirit of innovation is still very much alive today.

The concept speaks on two levels:

Retail window design — A Window Into Neuhaus' Heritage

First, there’s the immediate visual impact. Oversized chocolate creations, masterfully crafted by Neuhaus’ chocolatiers, appear suspended above a golden 3D ballotin. The opposite window features a classic chocolate fork, just after dipping a praline into molten chocolate. These scenes are immersive and emotional — they activate and are highly photogenic, if you have the patience.

Second, the installation subtly nods to Neuhaus’ legacy. For long-time fans, there are clever references that reward brand familiarity. For newcomers, it offers a gentle introduction to the rich heritage behind their chocolate creations.

The result is more than just a decorative moment, it’s visually striking and irresistibly delightful; like a sudden chocolate craving, it sparks a rush of dopamine. Everyone, head that way — because it’s true what they say: chocolate really does make you happy!

Retail window design — Neuhaus: A Window Into Chocolate Heritage

We’re proud to have contributed to the practical realization of this project. It shows how thoughtful display design can do more than catch the eye — it can connect and inspire, all within a single glance.

A big thank you to the Neuhaus Marketing Team for their trust and creative direction.

Curious how storytelling can come to life in your retail spaces? Let’s talk.