A unique chocolate experience arrived to the Grand-Place in Brussels with a brand new boutique by Passion Chocolat, located on Rue Marché aux Herbes 81. This authentic local brand, founded in Etterbeek in 1998, has retained all its artisanal know-how, and unveils a new concept combining Belgian chocolate tradition with an artistic experience. Spearheaded by passionate nutritionist Marie de Giey, this seventh boutique of Passion Chocolat reinvents high-end artisan chocolate tasting by offering an immersive journey into a surreal, gourmet universe.
Opened in October, the new store near Grand Place is an ode to the Belgian chocolate tradition, while integrating a truly immersive and artistic experience. The choice of an address in the heart of the city center, next to numerous other chocolate stores, is not by chance. Behind this initiative, nutritionist and epicurean Marie de Giey, fascinated by the quality and authenticity of the brand’s pralines, wanted to transform a typical shop into a truly immersive experience.
The boutique’s universe was entirely imagined by Marie, who wanted to transport visitors into the surrealism of Belgian chocolate through animal drawings created by watercolorist Tatiana de Nicolay: “We wanted to go beyond a simple boutique to offer a memorable experience, where art and gourmandise meet,” she explains.
Passion Chocolat, known for its entirely hand-crafted pralines without colorants or preservatives, stands out for its 100% natural recipes, made in its workshop just 10 km from Brussels. Convinced by the artisanal quality and unique composition of Passion Chocolat pralines, Marie de Giey decided to invest in the opening of a new boutique in the heart of Brussels, on the Grand-Place. Just a stone’s throw from the family’s other artisan boutiques.
Every detail of the new boutique has been meticulously chosen to create a warm, authentic space, in keeping with Passion Chocolat’s artisanal values. The atmosphere invites visitors to plunge into a surreal universe, supported by unique, signed animal illustrations on the wallpaper and tins.
This opening marks a key step for the brand, which already boasts six stores (four in Belgium and two in Luxembourg). The collaboration between the owners of Passion Chocolat and the de Giey family came about naturally, thanks to a shared vision of artisanal values and their common expertise in the retail sector.
“Cocoa is a treasure for our bodies, and its antioxidant benefits, combined with products of such quality, deserve to be shared. I’ve known Passion Chocolat since the beginning and I’m impressed by the 100% natural composition of their recipes, as well as the absence of colorants and preservatives, which is becoming very rare in Belgium, the capital of chocolate”, says Marie de Giey.
This first franchise also embodies an innovative concept that fits harmoniously into the cultural life of Brussels. Entrepreneurial and ambitious, Marie de Giey plans to open other outlets in various Belgian cities, so that Belgians can discover this artisan chocolatier.
To learn more about this Brussels brand, visit the Passion Chocolat website.
