I love adventures. And I can never resist chocolate. Au Chocolat naturally caught my attention when I was at The Shoppes at Marina Bay Sands. I was drawn to the store like a moth to a candlelight. Covering almost 4,700 square feet (4 shop units), Au Chocolate is a locally-conceptualised French inspired Bistro and a Confiserie (confectionary) offering hand-made gelato, chocolates, cakes and lots more to get you on a sugar-high.
Marrying old-world elegance and the nostalgic charm of Paris, Au Chocolat’s prominent façade of French fixtures instils a sense of nostalgia of French antiquated streets, and a perfect photo opportunity. A lot of thought was put into the shop décor – look out for a molten chocolate roof and a miniature vintage train set running across the ceiling, as well as staff dressed in aprons and straw boaters. I felt like I was in Willy Wonka’s factory, awed by all the candy I wanted to stuff into my mouth.
Opened by the folks behind Ku De Ta Singapore and Spanish restaurant Catalunya, a unique part of its marketing lies in its three cartoon characters, eight-year-old Danielle and her two cheeky dogs Yufa and OO (pronounced “oh oh”) as they wander around the fictional Au Chocolat Town. Created as a way to humanise the brand and make it more endearing to children, the characters will also front the range of store merchandise. The characters are based on Au Chocolat’s chief executive officers’ daughter, pug and French bulldog. There will be an on-going plot revolving around the three cartoon characters where kids can join them in their adventures in-store. There are plans to produce children-friendly merchandise, a potential online club and even an Au Chocolat Theme Park.
Au Chocolat Confiserie
Patrons can enjoy the ultimate retail experience at the Au Chocolat Confiserie with its own master chocolatier at work in the chocolate atelier creating delectable works of art on site. The Au Chocolat Confiserie also hosts a pâtisserie with a great variety of mouth-watering desserts such as cakes, pies and pastries. There’s also a children’s menu to keep the young ones happy.
I am definitely impressed with the thought put in to create such a multi-dimensional brand consisting of so many different product offerings, and am excited to see how Au Chocolat develops. I believe it will become one of Singapore’s tourist attractions and will have no problem attracting a crowd amongst the locals too. While prices are slightly on the high side (it’s at Marina Bay Sands afterall), the overall in-store experience is special and friendly wait staff are always on hand to explain the products to you. I will be back to try more stuff. Damn that expanding waistline.
Bay Level L1-03 The Shoppes at Marina Bay Sands
2 Bayfront Avenue, Singapore 800000
Tel: +65 6688 7227 (bistro); +65 6688 7557 (confiserie)
Open: 11:00AM to midnight daily