Archive for October, 2011


Saturday, October 29th, 2011

Twenty paces past the shop, my ‘invisible gorilla’ strategy to distract Zhenya failed. Her peripheral vision had picked it up anyway: the chocolate packaged as a fish in a sardine can. The beautiful black and white interior. The exhibition of beautiful packaging, seemingly endless variations on a rectangular theme, all saying: chocolate.

Woman looking closely at chocolate products on a table.

Zhenya's typical 'just forgot the world' position: studying the chocolate products in the shop.

Inside the shop, I wonder: how could anyone have ever doubted that it’s the packaging, not the product, that produces our response to it? Here, both are so good that you can let them to a kind of one-two.

One: let the graphic design of the products do its magic. The visual feast makes it lots of fun to make a choice!

Display of chocolate products on shelf at 'Chocolatl' store in Amsterdam.

The magic of beautiful graphics, great chocolate products.

Two: pick one kind and then order tea or coffee, and enjoy it at the logwood table in the back of the shop. The shop’s low-key interior lets you focus your senses on the chocolate: unobtrusive music, chalkboard black and dull white walls, ceiling, shelving, practical but nicely-design silverware, cups, accessories.

Chocolate boutique 'Chocolatl' in Amsterdam, street view.

The shop from outside, in the Hazenstraat in Amsterdam.

So this is the new tip for our friends visiting Amsterdam: Chocolatl, the shop with hundreds of extraordinary artisanal chocolate brands, friendly owners, well-designed, close to the center. Extra tip: a great place to buy gifts which are special, not too costly, and easy to carry.

Hazenstraat 25-A
Telephone: 020 755 5047

Two cups of tea, with chocolates and small cake pieces on a plate, on wooden table.

Tea and chocolates, served.