Edwards Dessert Kitchen / Schwan’s Flagship Test Kitchen
North Loop, Minneapolis
Previously a cigar rolling shop, the site that would soon house Edwards Dessert Kitchen had been sitting vacant for about thirty years. It was the history that we set about to preserve, while simultaneously creating a holistic brand experience that elevated Edwards and separated it from other names in the frozen treat isle. Through a series of benchmarking exercises, our team developed the Schwan’s marketing group’s work into a retail guest experience with exceptional character. We refreshed and emphasized existing brick and wood details, brought in new marble to juxtapose the historic elements, and created custom furnishings to elevate and energize the space. By manifesting the key brand cues with authentic materials, the design brought an emotional authenticity forward.