FX Magazine
the Business of Design
(William Curley)
April 2010

"Award-winning chocolatier William Curley had one main requirement in mind for its second shop: to make it the most beautiful chocolate shop in London. After the design team researched the origins of chocolate and its procurment process, and even toured the chocolate shops of Paris - every single one, reckons Jonathan Clark of Jonathan Clarks Architects - it had a better idea for what was wanted, and what wasn't.
'Some of the shops were all about the interior design,' says Clark. 'The chocolate was a by-product, whereas we wanted the chocolate to be the star, not going crazy with pink stripes or turquoise,' both of which he saw on the trip. Avoiding cliched dark brown interiors was also a priority from the start of the project."