had shops in Israel, Australia, the
Phillippines and Singapore), his intent
was to open bastions of what he calls
“chocolate culture.” The New York,
Philadelphia, Las Vegas and Boston locations aim to provide their customers
with a holistic chocolate experience.
“We don’t limit ourselves to one
aspect of chocolate,” says Brenner,
explaining that everyone has differ-
ent associations and ideas about the
sweet stuff. For some, chocolate is
romantic and sensual; for others, it
triggers childhood memories. “I’m
trying to take all these emotional ele-
ments and bring them together under
one roof.”
This idea of fulfilling every cus-
tomer’s chocolate fantasy is apparent
in the menu, a hefty spiral-bound book
with extensive savory and sweet offer-
ings, and in the restaurant’s theatrical
design. In Philadelphia, wooden floors
and Parisian café chairs and tables
allude to Brenner’s training with a
French chocolate-maker. A giant vat of
churning chocolate and a network of fat
pipes to transport the chocolate along
the ceiling are reminiscent of Charlie
and the Chocolate Factory. On the walls
hang Art Deco-style posters with happy
images dreamed up by Brenner and ex-
ecuted by his graphic designers. A very
chocolatey palette of browns set off by
oranges, pinks, yellows and pale blues
ties everything together.
To prolong the fantasy, diners can
stop in for chocolate powders, fondue
towers and the Hug Mug, a cacao-bean shaped vessel that’s perfect for
cradling between two hands. Each shop
also boasts an extensive savory menu,
including burgers and Mac & Cheese, so
there’s something for everyone. Above
NEW
IMMERSION.
VERSION.
MORE
all, a hug is what Brenner wants people
to feel when they walk in the door, and
his cultural outpost in Philadelphia
accomplishes that more than any other.
“The ones in New York and Las
Vegas are very big. They’re more about
glamour,” he says. “Philly’s is more
about the aspect of chocolate that’s
warm and cozy—it’s a peaceful escape
from the hectic life.”
INTRODUCING
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Opening Early 2011
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212-388-0030
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RosettaStone.com/rrs110
Use promo code rrs110 when ordering.
1500 Walnut St.; Philadelphia
215-344-8150
maxbrenner.com
©2010 Rosetta Stone Ltd. All rights reserved. Offer limited to Rosetta Stone Version 4
TO TALe™ products purchased directly from Rosetta Stone, and cannot be combined
with any other offer. Prices subject to change without notice. Offer expires March 31, 2011.
*Guarantee is limited to Version 4 product purchases made directly from Rosetta Stone
and does not include return shipping. All materials included with the product at time of
purchase must be returned together and undamaged to be eligible for any exchange
or refund.
