4 place stephanie
4 Place Stephanie, 1050 Ixelles.
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Open Monday to Saturday from 10am to 7pm
Maison Dandoy is opening a unique store
for a new and richer experience
Coffee and biscuits to take away!
Brussels, 17 September 2015 – Today Maison Dandoy is opening a new landmark store. An address that is different in more ways than one.
"The new store on Place Stéphanie is more tempting, more refined, more atmospheric, more iconic and more surprising,” declares Bernard Helson, Director of Maison Dandoy. “In addition to drawing on a rich heritage dating back 186 years and the values to which we are viscerally attached, it offers to passers-by an experience as pleasing as it is special: a moment of calm and relaxation, a place that makes them want to stop and take a break.”
Building on the brand and its family values, the new store is free of all that is not strictly necessary so as to better highlight its famous biscuits and the wealth of choice proposed. The usual salesperson/counter/customer structure has been totally rethought to permit a unique interaction around a pure, airy and ergonomic counter area: a unique space created by craftsmen from Verona.
You're the coffee to my cookie
Connoisseurs will be delighted to find the range of biscuits rich in flavour and generous in nature that are distinctive of Maison Dandoy. But the Stéphanie store will also enable them to discover and enjoy a new experience. "We are proposing a range of ‘coffee and biscuits’ in a brand new and elegant packaging, to be enjoyed on the spot or to take away,” explains Bernard Helson. “The coffee is from Maison Corica, an artisan coffee roaster with whom we have developed a unique blend, the Brussels Blend. Absolutely perfect with our biscuits! And of course, the range proposed with the coffee will vary depending on the time of day, whether morning or afternoon for example.”
The work of craftsmen and designers
In Belgium and abroad, Maison Dandoy is synonymous with quality and a traditional know-how with its roots going back to 1829. To help it on its way through the 21st century, in 2012 the family business – the 7th generation is now at the helm – revealed the result of a long and ambitious process of rebranding. Undertaken in partnership with the teams from Base Design, this saw the creation of a new visual universe – new logo, new graphic charter – born of a judicious mix between the authentic and the contemporary. That same spirit can be found today at the Stéphanie store. "It is the fruit of the work of and cooperation between the designers and the Brussels’ craftsmen,” says Thierry Brunfaut, Founding Partner and Creative Director of Base. “The Base Design team coordinated the total project, in cooperation with the architect Erwin De Muer and designers such as Nathalie Dewez, who was responsible for the lighting aspects. The Stéphanie store must be seen as a pilot project that will enable us, very progressively, to envisage future developments beyond the Brussels region.”
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