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The chocolate bar is the shrine of the new chocolate culture.
Chocolate is expressed everywhere: in music, in design, and on the menu. It surrounds you and carries you away into the intimate excitement of your own chocolate mood.
Imagine a world of huge chocolate bricks, delicate candles, fine pralines, French chansons, crates of cocoa beans from exotic countries, colorful toy tins with ribbons, and melted chocolate poured on warm pastries. Smell, see, listen, taste, and touch chocolate.
Surrender yourself to a holistic sensual experience.
It's not only about mixing exotic spices or creating delicate mousses. It is more than just an excellent gourmet product.
Chocolate, more than any other food, is integrated in to many aspects of our lives. It is a symbol of contradicting emotions and sensations.
On one hand, it is the most romantic gift, on the other hand it is a commodity which is traded on the stock exchange.
It is sold like a prestigious piece of jewelry carefully selected from a glass case but also as an addictive snack available at every corner store.
It is tasted like a fine wine and licked off of fingers dipped straight in to the bowl. It is sexy, nostalgic, and forever an object of fantasy for children and grownup children.
These diverse chocolate associations are the inspiration behind Max Brenner's new chocolate culture.
(the chocolate bar)
The Max Brenner chocolate culture is a holistic experience, its center is the chocolate bar which combines a bar and a shop allowing you to experience your shopping at the bar and shop your experience at the chocolate shop.
In the chocolate shop you can find the "Hug Mug" – a mug specially designed for the chocolate drinking ceremony, "Suckao", "Fresh" – the very chocolaty Max Brenner truffle cream, Pralines, Pastries and cookies full of chocolate goodies.
(the chocolate shop)
1991- 1995: Max works as an apprentice throughout Europe alongside world renowned pastry and chocolate experts such as Georg Maushagen in Germany, the chocolatier Michelle Chaudun in Paris, and at Fauchon. Through his Work in Paris, Max is exposed to some of leading, young and trendy fashion designers of that time including Thierry Mugler and Jean Paul G. These figures serve as a stimulus for Max and awaken his passion for
esthetics, design and contemporary branding.
1996- 1999: Max opens the small workshop where he markets his first confections which he sells himself . He offers tastes cut from huge chocolate slabs and melted chocolate right out of his mixing bowl. The store looks more like a top fashion designer's boutique more than a chocolate shop. Max begins to expose people to the wild sides of cocoa. Ten chocolate stores are opened
during these years. The love expressed by the public towards the brand reveals the emotional connection achieved through his new presentation of the chocolate experience.
2000: Max attends the Fancy Food Show in San Francisco. Based on the experience he has acquired throughout the previous years in Israel he decides to redefine the look and message of the company. Max aspires to take chocolate to a whole new level. For
the first time people have the chance to experience all the virtues, qualities and associations of chocolate to the max.
2001: Strauss- Elite, one of the largest food cooperations in Israel, acquires the brand adding the professional management skills, operational production abilities and financial strength that will support the company's strategy for global growth.
2002- 2005: The chocolate culture
concept is continuously developed and enhanced, to fully realize the company's vision.
2006: The chocolate culture concept and the Chocolate Bar experience is brought to the American market.
Max's ultimate dream is, one day, to create his own chocolate bald man city.
I don't invent anything in chocolate. It all exists in people’s minds and hearts.
I just express it in the most evident way- a way that everyone imagines chocolate and wishes to experience it.
Until now, chocolate was sold in a manner that contradicts its sensual, warm and joyful character...
Restrained ambiance. Untouchable. Closed behind a glass barrier. I have "freed" chocolate from its cage.
I let people experience it to the fullest. I allow people to enjoy it to the max. It's so simple. All you have to do is just really love chocolate!!
In order to create a chocolate culture we must broaden our perceptions of chocolate.
Chocolate should no longer be viewed solely as a gourmet product, but also as a symbol of diverse human emotions.
The new Max Brenner chocolate culture is experimental and emotional and incorporates each aspect of chocolate and its relation to our lives.
This new culture respects the chocolate tradition, recognizing it as one of the many elements on which it is based, and it has its own take on every chocolate product existing within the traditional market.
Max Brenner, the bald man, is creating a new chocolate culture. In the following months we will reveal to you the fine layers of this unique approach to chocolate. We invite you to see, to listen and to feel Max’s chocolate love story.