Luxury Swiss chocolate brand Lindt & Sprüngli, best known for its red boxes of Lindor truffles, is to open a huge “chocolate heaven” flagship store and immersive experience in the heart of the West End next Spring.
The 179 year old Kilchberg based manufacturer has signed a lease on the 6,000 sq ft former Gap store under Piccadilly Circus lights on one of the busiest retail locations in Europe.
The company already has 14 smaller shops and concessions around the UK, including at Wembley Designer Outlet and Greenwich, but this will be by far its the largest UK presence.
Details of the interactive experience have not yet been revealed but its “home of chocolate” HQ just outside Zurich offers “make your own” chocolate courses under the guidance of a master chocolatier in its chocolateria, as well as a museum devoted to the history of chocolate, and tastings. There is even a Willy Wonka-style glass windowed chocolate factory.
Faythe King, Retail, D2C & E-Commerce Director Lindt & Sprüngli UK & Ireland, said: “We are thrilled to bring the exquisite taste of Lindt Chocolate to the heart of London, offering a unique, enchanting experience for chocolate lovers—something truly unique to the UK.
“This marks a significant milestone for Lindt & Sprüngli as we expand our presence in one of the world’s most dynamic and vibrant cities. Our passion for captivating the world with our chocolate remains as strong as ever, and we can’t wait to share more details about this exciting new chapter soon.”
Pablo Sueiras, head of retail brand account management at landlord Landsec said: “The best brands look to invest in the top destinations that command the highest levels of footfall. Located directly below the world-famous Piccadilly Lights, which attracts millions of visitors from all over the world each year, Lindt’s UK flagship will bring their brand to life with new experiences in an unbeatable location in London.”
Lindt said more details on the experiences and features of the store will be revealed closer to the opening. Property company Landsec owns the Piccadilly Circus development that hosts the word famous lights.
