In 1981, after passing the leadership of Mars to his children, Forrest Mars, Sr. retired to Henderson, Nevada and created Ethel M® Chocolates as a tribute to his mother, her recipes and her chocolate. Due for a renovation to bring the retail store to its current core values and brand positioning, the Mars Chocolate Group engage RGLA to redesign their factory store which will then be use as a prototype to rollout the new design into other locations. Inspired by the unique story of Ethel M and the distinct brand assets of Freshness, Family Traditions, and the Las Vegas Desert/Cactus Garden, the new retail design takes visitors on a journey of unexpected discoveries with layers of brand storytelling, a peek behind the scenes of the “craft” of chocolate making, and a specialty chocolate marketplace that completes the experience. The use of copper elements on the storefront makes subtle references to the chocolate copper kettle while the color palette and material textures introduce the notion of a fresh marketplace where visitors can find a delightful selection of freshly-crafted gourmet chocolates. Once inside at the Entry Zone, customers can appreciate the sense of discovery that awaits. Customers are immediately greeted with unique interactive elements including a chocolate tasting room, a self-guided factory tour aisle, a demo area, and a 3D replica of Ethel M’s Classic Chocolate box, making their experience more engaging and memorable. Completeing the journey, is a chocolate marketplace where visitors can customize their own chocolate box and get to delight in the broad variety of indulgent gourmet confections. Carefully selected colors reflecting the brand palette, pulled from the surrounding desert, as well as the use of honest materials and textures including poplar wood, copper details, and marble highlights among others, infuse the space with warmth and the essence of “craft”.