Retail Window Display: Celebrating Neuhaus' Legacy in Chocolate

#chocolate #windowdisplay #visualmerchandising
June 2025

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:

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!

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.