Chez Claire: A Luxurious Bakery Shop

Transforming Éclairs into an Indulgent Experience

Chez Claire, designed by WeWantMore, is a bakery shop that offers a unique and luxurious experience for éclair lovers. With its striking visual identity and opulent interior design, Chez Claire takes éclairs to a whole new level of indulgence.

Taking inspiration from the name itself, WeWantMore personified the word "éclair" by transforming it into Chez Claire. The logo, with its bright red lipstick font, captures the essence of Claire, the personification of the brand. This attention to detail sets Chez Claire apart from other bakery shops.

What makes Chez Claire truly unique is its aim to create a moment of escapism and pure food luxury. The designers wanted to break away from the typical bakery shop aesthetic and instead create a luxurious boutique filled with éclairs. The interior design reflects this perspective, combining high-end materials like gold and marble with a poppy harlequin motif and strong black and white patterns. LED lines, neon lights, curtains, and a ceiling of mirrors further enrich the overall experience.

The boutique experience begins with a captivating view from the outside, drawing customers in. Once inside, customers can choose from a selection of 13 éclairs displayed at the counter. The most Instagrammed view of the store is below a cloud of mirrors, creating a mesmerizing backdrop. Customers have the option to enjoy their éclair with a glass of champagne, either in the shop or as a takeaway. The éclairs are beautifully wrapped, making them the perfect gift for oneself or others. For a VIP experience, customers can indulge in a taste explosion in the curtained VIP spot.

Chez Claire first opened its doors in Antwerp and Ghent in February 2018, and a pop-up store was later established at Brussels Airport in December 2018. The design team conducted inspirational field research in Paris, the birthplace of the éclair, to ensure an authentic and immersive experience.

The creative challenge for WeWantMore was to break free from the typical bakery shop aesthetic while still clearly conveying the brand's offerings. The premium, mouthwatering éclairs are at the heart of the design, as emphasized by the baseline of the logo.

Chez Claire's design has been recognized with the Bronze A' Design Award in 2019. This prestigious award celebrates designs that exhibit creativity, resourcefulness, and a commitment to improving quality of life. Chez Claire's unique approach to bakery shop design truly sets it apart.

Experience the indulgence and escapism of Chez Claire, where éclairs become a luxurious treat for all the senses.