The brand has collaborated with a franchisee to open its first store in the Middle East within the salubrious Mall of Arabia in Jeddah.
Having previously worked with Snowflake to develop its concept and implement an expansion plan that could be fuelled by its existing success, rpa:group was engaged to bring the new concept to life for this store and to evolve it to captivate the local market.
Drawing from traditional Italian and art deco themes, that are a genteel nod to the origin of the product, yet infused with contemporary influences, the new store focuses heavily on creating a sumptuous and evocative experience for its customers. Every fixture and fitting has been carefully considered to reflect the quality of the brand offering.
To access the store, customers pass beneath an impressive series of pink pergolas, framed with blossom, and through a large seating area, surrounded by a pink picket fence. At the entrance, customers are greeted with the ‘WOW wall’ with bright neon signage and a quintessentially British telephone box, rebranded in ‘Snowflake’ pink, and a nod to the brand’s birthplace in London. This area allows customers to take their photos in the telephone booth with their sweet treat and upload them to their social media platforms, tagging the brand, which, in turn, optimises Snowflake’s presence online.
