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• History and founders
• The concept
• Different executions of the concept
• The range of products
• Presence worldwide
‘‘Of all passions, the only truly respectable one,
it seems to me, is the love of good food’’
Guy de Maupassant
Agenda
HISTORY AND FOUNDERS
La Pâtisserie des Rêves: History
A concept born in 2009 with immediate success,
and experiencing high-speed development…
2009: Opening of the 1st shop, rue du Bac in the 7the
arrondissement of Paris
2010: Opening of the 2nd shop, with its tea room, Rue de
Longchamp in the 16th in Paris
2012:
Opening of 2 franchise shops in Japan (Kyoto and Osaka)
Street Food at Galeries Lafayettes
Opening of a 3rd shop in Paris, Rue Poncelet in the 17th
Opening of 1st kiosk in a shopping centre in Versailles
2013:
Opening of a 4th shop in Paris, Beaugrenelle (Paris 15th)
2014:
Opening of two stores in London (Marylebone High Street
and South Kensington) delivered by a central laboratory
Opening of a 5th Parisian store in BHV offering for the 1st
time ‘La Pâtisserie des Rêves & Friends’ savoury offer
The founders (1/2):
Philippe Conticini, Head Pastry Chef
"Touch people's souls with the love of food..."
An extraordinary pastry chef obsessed with fine flavours
La Table d’Anvers (1 Michelin star)
Pétrossian (1 Michelin star and a 17/20 Gault&Millau
score)
1991 Pastry Chef of the Year
2003 French World Pastry making Team Coach
2013 Café Pleyel
...to rediscover the flavours of childhood sweets...
The founders (2/2):
Thierry Teyssier, CEO of the Group
"Turn your life into a dream, and your dream
into a reality"…
An ultra-creative talent seeking perfection
Founder and President of Lever de Rideau
(2nd largest events company in France tbc)
Founder and CEO of ‘Maisons des Rêves’
(luxury, boutique hotels) in 2001
Opening of Dar Ahlam in 2002
Opening of Romaneira in 2007
Founder and CEO of ‘La Pâtisserie des Rêves’ in
2009
Winner of 2010 ‘Talent du Luxe et de la Création’
...to take you back to your childhood memories
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LA PATISSERIE DES REVES:
THE CONCEPT
Confidential -
Highly innovative in its store design and packaging, la Pâtisserie des Rêves has made its mark by
reconceiving the customer experience
The concept was an instant success and received
the ‘Palmes d’Or de la Restauration’
Confidential -
The great classics of French pâtisserie revisited by Philippe Conticinibecame the spearhead of a word-recognized craftsmanship.
La Pâtisserie des Rêves’ pastries were chosen for the gala diner celebrating
the inscription of French gastronomy on Unesco intangible cultural heritage in 2011.
And chosen again for the inscription of Japanese gastronomy in 2014.
Confidential -
La Pâtisserie des Rêves embodiesPleasure, Generosity and Sharing
‘Le goûter de la rentrée’ is a perfect example of la Pâtisserie des Rêves’ values: to celebrate its birthday, the company chose to invite all its customers to wear its colours an come share a ‘back-to-school snack’ – a moment of calm and pleasure offered in the midst of the highly busy back-to-school period
Confidential -
La Pâtisserie des Rêves created a brand dedicated to children : La Pâtisserie des Rêves d’Enfants
We all have in mind the sensations and images of our childhood food memories. La Pâtisserie des rêves knows how many personal stories are associated with those memories.
And to what extent they are drivers of passing on, meeting and sharing.
SIX DIFFERENT EXECUTIONS
FOR THE CONCEPT:
- Flagship - Kiosk (in Malls)
- City-centre - Corner
- Tea-room - B-to-B
1. The flagship: a store with both a take-
away offer and a full table-service offer
The latest store opened (in July 2014)...
The whole shop's decor was revisited to further convey the warmth of a
dream, while keeping the quintessential codes of La Pâtisserie des
Rêves (such as the fresh pâtisseries displayed under glass domes)
La Pâtisserie des Rêves BHV offers for the first time a 50-covers tea-
room, which tables overlook ‘la place de L’Hotel de Ville’ and offer a
timeless moment for customers
Also presented for the first time: the savoury range of products ‘La
Pâtisserie des Rêves & Friends’. The concept ? Each Chef invited by
La Patisserie des Rêves offered a unique recipe, based on a personal
childhood memories…
... became the showroom and the model shop of
La Pâtisserie des Rêves
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BHV: the store
2. City-centre shop:
Rue du Bac, the reference
The 1st shop opened in 2009...
Initiation of a graphic charter and reference design: flashy, bright,
candy-toned colours; tables set like a carrousel with belljars; self-
service shelving for Viennese sweet breads and other delights
In the display case, the geometry of the brushed stainless steel takes
its inspiration from Mondrian's paintings
Space is optimised to ease circulation and bring customers back to
their childhood at the belljar carrousel
Tastings, on-the-spot pastry assembly, display case contents changed
daily... The pastry shop becomes a beehive of activity with new
surprises every day
...become the reference for merchandising, design
and turnover figures
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Rue du Bac : the store
3. City-centre shop with a tea-room:
Rue de Longchamp
The shop opened in 2010...
The pastry shop's decor follows the Rue du Bac charter
Inside, creation of the first La Pâtisserie des Rêves tea room, with
outdoor tables overlooking a courtyard - an unexpected, timeless
moment for customers
The tea room decoration recalls the world of the Maison des Rêves
hotels, mingling the contemporary, comfort and simplicity
A bar for creampuffs prepared on the spot adds that special Pâtisserie
des Rêves touch.
... became a showroom and a model tea room
The tea room in Rue de Longchamp shop
An enchanted moment in the heart of the city...
Modern design in line with the graphic charter: simple lines,
flashy colours, wood and stainless steel
For the eating: a look back at the great afternoon tea classics.
Toasted brioche served with salty butter and chocolate
shavings, hot chocolates with ice lollies, egg custards turned
out, floating islands and even fruit salad
...to give free rein to childhood dreams
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Rue de Longchamp: the store-front
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Rue de Longchamp: the store
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Rue de Longchamp: the tea-room
Terrace Tea-room
Shopping centre kiosk:
Parly II
2012: The concept perfectly adapted to a corner
kiosk…
The kiosk decoration follows the Rue du Bac charter: belljars, flashy
colours, bamboo and stainless steel
The act of purchasing is like that at Rue du Bac: saleswomen can move
around outside the kiosk to eliminate the barrier of the counter. They take
orders on individual computer terminals.
The cakebox space holder and pins remain identical and protect the
pastry during transport
...in a high-traffic area in the middle of the shopping
centre
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Corner (1/2):
pop-up kiosk in department stores
La Pâtisserie des Rêves delights go nomad...
Development of multi-functional kiosks: waffle bars, cream puff
bars, sweets bars... Anything is possible!
A design that aims to surprise, shaped like a basket of sweets
1st test in Summer 2012 on the Galeries Lafayette rooftop, with a
waffle bar
...to surprise and awaken the customer's
imagination
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B-to-B (1/2): Hotels and Restaurants
We deliver Hotels and Restaurants under our own
brand
Restaurants: Café Colette, Kusmi Tea Champs Elysées, La Grande
Crèmerie, Renoma Cafe Gallery, La Maison de la Truffe, La Maison
du Caviar, restaurants Black Code group restaurants (Yoko,
Kinugawa, Orient Extreme)…
Hotels : Sofitel Arc de Triomphe, Hayatt Regency Madeleine, Hotel
Daniel, Brighton…
And (exceptionally) under white brand
We provided Hédiard with their full pastry range of products for
several years
B-to-B (2/2): Events, both professional
and personal (birthday, wedding…)
Partnership with prestigious traiteurs for
professional events
Sales Convention, Press conference, General Assemblies… All kind
of professional events requiring catering
With a new, branded, dedicated range of products: mouthful mini-
pastries and biscuits
And possibility to cater personal special events
Pièces montées for weddings, and all our classic pastries for
birthday parties or any other celebrations
Either in our own salon de thé or in a location provided by the
customers
THE RANGE OF PRODUCTS:
THE 7 ‘HAPPY FAMILIES’
The range of products
7 ‘happy families’ centred around our childhood memories...
1. The fresh patisseries of our childhood
Excellency and freshness
2. The pleasures (Viennese sweet breads and pound cakes)
Generousness and simplicity from breakfast to afternoon snack
3. The delicacies
A fun and colourful collection of sweets, biscuits and ice-creams
4. La Pâtisserie des Rêves and Friends
Savoury recipes based on Chef’s childhood memories
5. “Les Cadeaux de Rêve”
Gifts collection and iconic gift-boxes
6. La Pâtisserie des Rêves d’Enfant
Products and events for children only
7. Chocolate editor
The best of chocolate around the world
1. The fresh patisseries of our
childhood
The great classics of French pâtisserie:
Pâtisseries to share
Individual patisseries
The seasonal patisseries:
The calendar of seasonal fruits
The pleasure of expectation
The change in collections
The discovery of new tastes:
Sweet memories form Italy
Sweet memories form Japan
Sweet memories form England
The great classics of French
pâtisserie
Because fashions fall out of fashion: back to
the great classics...
The Paris Brest
The Saint Honoré
The Napoleon, assembled on the spot
The Grand Cru Chocolat
The Coffee Eclair and Chocolate Eclair
The Lemon Meringue Tart
The Tarte Tatin
The Cream Puff
The Cream-Filled Chouquette
The Mont Blanc
...bringing contemporary three-star know-how to
re-create the great classics of French pastrymaking
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The seasonal pâtisseries
To get authentic fruit flavour, no concessions are made;
we follow the rhythm of the seasons...
Blueberry Almond Tart
Mango Pineapple Tart
Strawberry Tart
Rhubarb Tart
Raspberry Tart
Dark Fruit Tart
Apricot Tart
Sweet Chestnut Tart
Quince Tart
Orange Tart
...like a perpetual calendar, perpetually sweet and
delicious!
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2. The pleasures
(Viennese sweet breads and pound cakes)
From breakfast to afternoon tea...
Viennese sweet breads
Flaky Sugared Brioche
Apple Turnover
Pain au Chocolat
Soft and Sweet:
Breton Kouign Amann
Neopolitan Sfogliatelle
The Duo
XXL Madeleine
Pistachio, Praline or Orange Financier
Pound Cakes
Orange Cake or Raspberry/Matcha Green Tea Cake
Brownie
Flan
...a selection of sweet delights to enjoy
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3. The delicacies
A fun and colourful collection of sweets, biscuits
and ice-creams
Biscuits: rose flavoured, "calisson" flavoured, coffee
flavoured, tuiles aux amandes, dujas shortbread, granola
shortbread…
Sweets:
Origami selection of flavours inspired by Olivia
Giacobetti's childhood (barley-sugar, as sweet as
mommy's kisses, tea flavoured lolly, sweets-flavoured
and sun-flavoured sweets
Angelo Musa's ultra-delectable selection (tart lollies,
Melt-In-Your Mouth Marshmallows, Crunchy Bars, Fruity
Fruit Pastes)
Ice-creams
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4. La Pâtisserie des Rêves & Friends
An ever-changing collection of Chef’s recipesEach Chef gives one (and only one) recipe
Each recipe comes from its Chefs’ childhood memories
Menu varies depending on seasons, meetings…
A menu both simple and trendyGastro street-food
Promoting the best-sourced products
And allowing for discoveries
A collection of Chefs from all horizonsFrédéric Eyrier (Pierre Gagnaire Séoul),
Simone Tondo (Roseval), Hervé Rodrigez (Massa)
Mohamed Mantouh (Maroc), Cédric Nieuvarts (Brésil)
Etc.
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5. “Les cadeaux de Rêve”
Launch of our first gift product-rangeCorporate boxes
5 years anniversary boxes
New pyramids
Japanese boxes
Development of a range of sweet boxesAnnual calendar
Children boxes
Service premium
Do it yourself boxes
Development of new collectionsEx. new product (mugs)
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6. La Pâtisserie des Rêves d’Enfants
More than a range of products…mini-pastries for children with just the right packaging: mini bag,
mini pick, mini box...
… Another look at the Pâtisserie des Rêves
concept, aimed at children….Wednesday afternoon pâtisserie classes
Monthly ciné-gourmand (movie projection with snack offered)
A drawing competition: “Draw your dream cake” whose winner sees
his cake created by Philippe Conticini and sold in the shop for
Mother's Day
Partnership and co-branding with Actes Sud Junior, Maralex,
Melijoe…
... to create a truly gourmet memory for little ones
and extend childhood dreams
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7. Chocolate editor
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La Pâtisserie des Rêves gather the world greatest chocolate-
makers around special collections
Every year, one collection is created
Each collection is dedicated to one product. Which each Chef
works on, based on his own culture or own childhood
memories
First collection will be launched in 2015
PRESENCE IN THE WORLD
Pâtisserie des Rêves worldwide presence:
Current and Plan
Paris: 6 shops
Arabic gulf:
2015 to 2020*
London: 2 shops (3rd in 2015)
Japan: 2 shops
(3rd expected
in 2015)
New-York: 2016*
* In italic, the stores not opened yet
Japan, the 1st international opening
(through a franchise agreement)
The 1st international opening in 2012...
A 1st shop in Kyoto in a reworked and updated traditional Japanese
house
An oversized kiosk in Osaka's 1st shopping centre
Again the details from Rue du Bac: belljar tables, stainless steel and
bamboo, colour schemes
A tea room with the calm, restful atmosphere of Rue de Longchamp
A few astonishing special details: takeaway in Kyoto and a tea room
overlooking a splendid Japanese garden
...in the Land of the Rising Sun where dreaming
comes so easily...49
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The concept has demonstrated its adaptability to any place: city-centre,
shopping-malls, department stores and even… a classical Japanese house!
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The Salon de Thé of La Pâtisserie des Rêves in Kyoto
London, two stores opened in 2014
The 1st international opening in 2012...
The 1st shop was opened in January 2014 on 43, Marylebone High
Street, with a design very similar to Rue du Bac store (belljar tables,
stainless steel and bamboo, colour schemes…)
The second store was opened in July 2014 in South Kensington (13,
Exhibition Road). With its 8 indoor and 16 outdoor seats, the store
offers the savoury ‘La Pâtisserie des Rêves & Friends’ product
range.
Stores are delivered daily from a London-based laboratory, built in
Chiswick with a capacity to deliver up to 4 stores
A specific range of product was created for the London stores, by
revisiting 4 British patisserie classics (Victoria sandwich, Carrot
cake, scones and treacle tart)
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South Kensington store (and tea-room)
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Come live the Dream with us...
Contacts :
Jean-Baptiste Prache
La Pâtisserie des Rêves
In charge of International Development
+33 (0)1 53 63 49 38
+33 (0)6 66 10 92 36
