Printemps New York

Chocolate Boxes

Printemps opened downtown. The chocolate boxes did not travel with it.

Three long white boxes on a dark ground, one of them open, the name foiled on each

A set of three, wrapped by hand on the Brooklyn floor, in a textured sheet made in the United States. There is no glue in the shell. The wrap and the fold hold it, which is slower, and which leaves the corners with a line that a machine-glued wrap presses flat. You can see it from across a counter. That is the entire point.

The logo is a hot foil stamp in a German foil, chosen for how it behaves on a heavy texture. Foil wants to sink into grain and lose its edge. This one sits on top of it and holds a clean line, and that is most of the distance between a box that looks expensive and a box that is.

Inside, the fittings are paper, cut and formed here. Nothing plastic touches the chocolate or the eye.

Across the lid, Sélection de chocolats fins. Nothing else.

The name is from Paris. Everything under it was made across the river.

A long white box closed on a pale ground, the name foiled small on the lid
A foil stamped name sitting on heavily textured white paper, close up
A close detail of the formed paper channels, the name printed small along the front edge
The box open with the lid propped behind it, paper channels formed into the base

Specification

Set of three rigid setup boxes, glue-free hand wrap. Textured US-made paper. German hot foil stamped logo. Paper fittings. Made in Brooklyn.

Next project Maison Noir

Retail is a hard room.

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Gloved hands setting a white paper fitting into a long box