Over time, together with the b-f-t-m team, we have had the opportunity to explore and analyze numerous retail concepts. As we know, each store today integrates various components that can reveal key insights on a professional level. Some of these spaces are deeply connected to the local culture, both in terms of creativity and functionality, as well as aesthetics.
Masquespacio was commissioned to develop an innovative and immersive concept for Novu Waffle, a brand that achieved significant success with its first store, which operated exclusively as a take-away service, and is now looking to expand. The project focused on creating a unique experience for customers, with the waffle theme, a distinctive element of the brand, applied to both the facade and interior of the store located in the lively Al Olaya district in Riyadh.
The design of the space redefines the waffle consumption experience, putting the focus on fun and immersion. The environment is dynamic and playful, with the waffle as the central feature. Novu Waffle is not just a store, but a destination designed to provide a moment of joy, set in a vibrant atmosphere that fully reflects the brand’s playful approach.
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