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Beijing pop-up for chocolate brand Dove

Chocolate brand Dove – owned by Mars Wrigley Global and known as Galaxy in the UK – has opened a pop-up boutique in the premium SKP Mall in Beijing.

The store is designed by YourStudio, and follows a project last year that saw it create a Dove Hotel pop-up in Shanghai. The store has been created as a flagship for the latest Dove Artes range.

Dove briefed YourStudio to echo the creativity of the Dove Hotel, while creating a distinct space that could redefine the concept of a chocolate boutique for modern consumers.

The interior features a ceiling fixture made of metallic draping that represents undulating folds of chocolate, with a colour palette of soft fawns and pinks providing a backdrop for the chocolate collections. There are brass accents with an eggshell finish.

Products are displayed on custom podiums, perimeter fixtures and in glass counter display cases. The perimeter units take on Dove’s signature wave shape, adding a sense of theatre and dynamic flow.

A bespoke bar highlights Dove’s curated and personalised chocolate boxes, framing the space with a recessed arch which highlights the counter. A long podium runs through the middle of the space, allowing the brand to tell product and merchandising stories using custom made domed cloches, similar to jewellery display cases.

The store will be open for three months, and has already proven popular in terms of footfall and social media sharing.

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