CHOUREAL – CHOUX & PROFITEROLE

In 2019, after four years of successful operation in Thessaloniki, the owners took the leap to expand their business and launched the second –bigger- Choureal in the capital of Greece.

The main concept of the project is that the customer becomes an observer of the whole profiterole production until the step that he receives the final product. This idea determined the arrangement of the equipment in the shop. Taking advantage of the extra space, there is a diversity from the former shop in Thessaloniki. The master fridge is situated centrally, whereas the kitchen with the baking chambers and the working station is located behind a glass construction. In this way, the customer has the chance to view a greater part of the profiterole making procedure while following a linear route from the separate entrance and exit ways to get the final product. The customer gets the opportunity to see the plating of his own unique profiterole after selecting the desirable materials.

 Throughout the time of the profiterole preparation, the customer is likely to cast a glance over the ceiling 3D construction installed top-down, taking full advantage of the high height of the space. This construction, designed and calculated by «object-e architecture», consists of a dome system set with wooden pieces that develop in a direction that points up the master fridge.

 As well as in Thessaloniki’s shop, the selection of the characteristic colours and the graphic representations on the walls is based on our purpose to create a distinctive identity for the business. Moreover, the atmosphere created by the out of the ordinary lighting used in this pastry shop, resembles that of a jewellery store as intended. For this purpose, the main lighting construction above the master fridge was specifically designed to accomplish this role, illuminating the main serving station.

 The concept of Choureal has attracted until today the attention of the Greek and international public scene. It’s worth to mention that among many recognitions Choureal won the “Stelios Award” for Young Entrepreneurs in Greece, 2017 by Sir Stelios Hadji-Ioannou and the “Best for Sweets 2018” by Best Restaurant Awards in London.