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
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.