The Lindt flagship storefront at the Montreal Eaton Centre, with the illuminated Lindt sign, glass front and a Lindor 75th anniversary poster The Lindt flagship storefront at the Montreal Eaton Centre, with the illuminated Lindt sign, glass front and a Lindor 75th anniversary poster

Lindt Store Redesign

A celebration of chocolate.

Immersing customers in a world of chocolate

Lindt & Sprüngli, renowned as one of the world’s finest premium Swiss chocolate confectionary brands, engaged Fish to design their new flagship store located at the Montréal Eaton Centre.

WHAT WE DID:
Flagship Store Redesign

Inside the redesigned Lindt store: a Pick & Mix island of Lindor truffles and the cash desk under the Lindt logo wall Inside the redesigned Lindt store: a Pick & Mix island of Lindor truffles and the cash desk under the Lindt logo wall

The Opportunity

Lindt & Sprüngli has been delighting chocolate lovers since 1845. Headquartered in Switzerland, Lindt boasts a strong presence across Europe and North America and is celebrated for its unique chocolate making process and the artistry of its maître chocolatiers. However, the store at Montreal Eaton Centre struggled to capture the allure of their craftsmanship, missing an opportunity to intrigue and draw in customers.

The old Lindt store entrance: a dark recessed shopfront with little view into the store The old Lindt store: Lindor bins and gift displays crowded together on the floor The old Lindt store: a cash desk hemmed in by displays, with staff and customers squeezed between

BEFORE: DARK ENTRANCE WITH NO SIGHTLINE TO STORE. CROWDED FLOOR PLAN LED TO CONGESTION. AWKWARD FOOTPRINT.

The Insight

The Montréal Eaton Centre Lindt store benefits from its prime location between the Montréal LRT and Metro entrances, contributing to considerable foot traffic. However, the design and layout, with its dark and unwelcoming atmosphere, struggled to draw in passersby.

Additionally, the store’s small, awkward entrance and layout created flow challenges, resulting in bottlenecks that detracted from the ideal shopping experience.

The redesigned Lindt store entrance with the maitre chocolatier working at a counter by the storefront The redesigned Lindt store's open layout: a central Pick & Mix island of Lindor truffles in front of a portrait of the maitre chocolatier The redesigned Lindt store's cash area, with open floor around the Pick & Mix island and the chocolatier mural

AFTER: MAÎTRE CHOCOLATIER AT STOREFRONT CREATES INTEREST. NEW STREAMLINED LAYOUT FOR BETTER FLOW. LESS CONGESTION AROUND CASH AREA.

The Solution

The new store was designed to exude luxury and quality, and to captivate shoppers as they passed by. Floor-to-ceiling glass transformed the exterior and created a window into the space, showcasing the maître chocolatier at the front.

To attract professional passerby, an expanded gifting zone was relocated towards the front, drawing customers further inside and establishing the store as a prime destination for gifts. Every detail, from the elegant copper pot ceiling to the cocoa pod detail canopy, was meticulously curated to elevate the ambiance and highlight Lindt’s chocolate expertise.

A wide view of the redesigned Lindt flagship storefront, with glass walls showing the shelves and displays inside A wide view of the redesigned Lindt flagship storefront, with glass walls showing the shelves and displays inside

To further enhance the experience, the popular Pick & Mix zone was strategically positioned at the front of the store to draw customers in. The Pick & Mix zone features a range of Lindor favorites that are the largest-selling product. The Pick & Mix zone can represent up to 40% of total sales. To maximize revenue, a second Pick & Mix zone was located at the back of the store to ensure ample access for shoppers, even at the busiest times.

The second Pick & Mix section at the back of the redesigned Lindt store, with a curved island of Lindor truffles

AFTER: ADDITIONAL PICK & MIX SECTION

The store’s flow was streamlined by repositioning the maître chocolatier to create theatre and cleverly conceal a structural building column. Digital displays, menu boards and communication features were added throughout, enhancing the overall shopping experience and shopability.

Gold cocoa pod shapes forming a canopy over the Lindt store's Pick & Mix island A ceiling of copper pots in the Lindt store's gifting zone, above seasonal chocolate figures and a Lindor 75th anniversary display

AFTER: COCOA POD DETAIL CANOPY. COPPER POT CEILING.

Results

Since the store’s recent launch, they’ve seen a promising increase in both traffic and sales. Early feedback from the Lindt staff indicates strong support for the new updates and store flow changes.