Created in 1934, the French brand Malongo, a pioneer in regards to the promotion of premium coffee and tea, produced according to sustainable standards, wished to redefine its retail concept, with the objectives of boosting its image and its performance. Its existing retail network had a weak consistency in terms of offer, management, and format, and needed to be realigned. Besides, the brand’s values and commitments, as well as its know-how and the quality of its products, needed to be better communicated.
The brand highlights its knowledge and its mastery of the coffee production, through a concept which focuses on its extensive know-how, from the bean to the cup. The space organization of the stores give a central place to the coffee roaster counter, complemented by a barista area and a tasting zone. The experience is immersive, and is thought as a behind-the-scenes view, while according a great attention to the tasting of this exceptional gastronomic product, on site or to take away.
The brand values are translated into a global architecture concept focusing on sustainability, including the use of noble and natural materials, assembled without solvent (wood, iron, stone), unique pieces of furniture made by passionate designers (lamps and seats), simple and elegant packaging and a dedicated signage enabling customers to discover and understand the brand commitments, as well as the origins and features of the products.
The large glass window-shop as well as coffee smells are used as sensorial invitations for passers-by to step into Malongo world