“Let It Melt” Experience the brand new New York Chocolate Show”

Company History
Havas Luxe Events is an affiliate of Havas Worldwide (formerly Euro RSCG). A New York-based agency with international reach Havas Luxe Events specializes in the conceptualization and production of haute brand experiences for compelling brands large and small, established and emerging. In only five years, Havas Luxe Events has successfully garnered the attention of some of the world’s most prestigious brands within numerous industries including Audemars Piguet, Swarovski, Jaguar, Dom Perignon and Veuve Clicquot.


The Challenge
Le Salon Du Chocolat is looking to go in a whole new direction with the New York Chocolate Show by transforming the event from its usual trade show format to an interactive chocolate experience. The Parsons and Columbia Business School students were asked to develop a comprehensive strategy, from a conception to a detailed event structure, to satisfy the needs of those who are truly devoted to chocolate, whether for a professional reason, or for personal passion and curiosity about chocolate.


“Let It Melt”: Experience the new side of chocolate
While conducting the research on how the people who visited the Show and the chocolatiers who exhibited at the Show in 2012, it surprised the team how passionately all of the interviewees felt about chocolate. Chocolate evokes exceptional feelings of elevation, pleasure and indulgence. It became apparent that the Show needed an identity that evokes these feelings and is visually so seductive, that people can literally taste a melting piece of chocolate on the tips of their tongues. The Chocolate Show’s new visual identity is based on melting chocolate taking over the entire City. Along with this new visual identity, the team also designed a new event plan, venue, marketing concepts and digital presence for the 2014 Chocolate Show.


The Team
EunSun Lauren Lim , Columbia Business School
Punda Lawansiri, Columbia Business School
Kasperi Putkonen, Columbia Business School
Grace M Lauren, Parsons The New School for Design
Alex Tosti, Parsons The New School for Design
James Min Kim, Parsons The New School for Design
Tina Hung, Parsons The New School for Design