Xocolatti

New York
Photo © Mazdak Jafarian
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Photo © Frank Oudeman
Interior Designers
De-spec
Address
72 Spring street, 1000.3 New York
Year
2011
Brand Identity
Exit Creative Company
Brand Identity
Damian Totman

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Xocolatti

Opened in 2011, a radical functionalism defines the interior of Xocolatti’s 150-square-foot flagship in SoHo. In addition to collaborating with Damian Totman and Exit Creative Company to produce the brand identity for a new luxury chocolate company, De-Spec’s market-entry design strategy entailed eliminating the traditional barrier of a storefront and window display to create an interactive vitrine-like space that seamlessly integrates with the streetscape. Designed to change daily, new visual patterns emerge as product is sold and displayed, leaving the store uniquely animated at the end of each day. In this project, de-spec collaborated with Damian Totman and Exit Creative Company to produce the brand identity of this new company. Acting as both designer and developer, de-spec put together a strong team of craftsmen to produce and install the new display system and its components using CNC, laser cutting and casting of various bronze metalworks. Working with Exit, we created the glowing light boxes which feature each product, with a layer of information over the grid to allow the customer a more clear reading of flavors and product descriptions.

The Xocolatti project reflects a merging of creative disciplines to engineer a functional, well-designed retail space, and develop a brand identity. The intersection of architecture, environmental design and graphic design, specifically, not only informs the design and layout of the store, but also the systems and operations of the store itself, including the overall staff and customer experience.

The walls are lined with custom-designed, floor-to-ceiling bronze shelving systems that are structured around the multiple sizes of the brand’s iconic green and brown chocolate boxes. The wall, functioning as both storage and display, permits bold graphic patterns embedded in the architecture. Designed to change daily, new visual patterns emerge as product is sold and displayed, leaving the store uniquely animated at the end of each day.

In this project, de-spec collaborated with Damian Totman and Exit Creative Company to produce the brand identity of this new company. Acting as both designer and developer, de-spec put together a strong team of craftsmen to produce and install the new display system and its components using CNC, laser cutting and casting of various bronze metalworks. Working with Exit, we created the glowing light boxes which feature each product, with a layer of information over the grid to allow the customer a more clear reading of flavors and product descriptions.

Awards/Press:
AIA Interiors Merit Award, 2012
39th Annual International Interior Design Award (IIDA), Interior Design Magazine, 2012
20th Annual Will Ching Award, Interior Design Magazine, 2012
Interior Design Award (IDA), Interior Design Magazine, 2012
Annual Azure Award, Azure Magazine, 2012
“Case Study: Four Small Projects, New York, USA,” Designing Interior Architecture, 2013
“Xocolatti,” Brand Spaces: Branded Architecture and the Future of Retail Design, 2013
Xocolatti, Sites Archi, 2012
Box of Chocolates, DDI, The Creativity Issue, 2012
Guilty Pleasures from De-Spec, Frame, 2012
Like a Box of Chocolates, Interior Design Magazine, 2012
Xocolatti, GDR Creative Intelligence: Global Innovation Report, 2012
Xocolatti, Workshop, 2012
Xocolatti, Maru: Interior, Lifestyle Design, 2011
By Design, Home Journal, 2011
Excellence in Design, World Architecture News, 2011

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