Pierre Marcolini, the most Belgian of leading chocolatiers

What's Belgian about you?

Certainly not the name, that has an Italian origin! I think of friendliness, the Gaul style, the off-beat and surrealist attitude that the Belgians can have in such a welcoming country. My Belgian side entails a lot of work, but without taking one's self too seriously, because life is too short.

Do you privilege your expansion in Belgium?

No! Since the very beginning, the Marcolini company, which I created, in 1995, has opened onto the world. Today, we have 40 boutiques dispersed on 5 continents, Our work style is based on heart-throbs and Paris is obviously a seduction of the moment.

Why did you open 2 boutiques, Galeries Saint-Hubert, in Bruxelles ?

In fact, it's more two different modes of artistic expression. One is a chocolate boutique and the other a pastry shop. These 2 universes complete each other, enabling us to showcase all the different ranges of products. And then, the Galeries Royales are a historical address that gives us the opportunity to become known by a public of tourists in order to radiate around the world.

The Pierre Marcolini boutique, on Rue Saint-Honoré, in Paris, is worth its weight in cocoa. © DR

As delicious as they are beautiful, these chocolate domes are irresistible, even if the best-seller of the Marcolini house remains the Cuba tablet. © DR

Are you sometimes present in your boutiques?

It's not a good idea! Just like a chef, who is not in the dining room, but in the kitchen. I prefer being in the workshop, because my added value is being with the teams of the Haren laboratory, in the suburb of Brussles. We are 80 persons working there, from creation to production.

Even during the holiday period ?

Yes of course! Starting the 15th of December, the staff of all the administrative services rush to the boutiques in order to have direct contact with the customers, who share their feelings with us, even if we cannot please everyone. An approach which I adore and that is much more efficient than a market study. I give conferences and go towards people in order to understand their expectations.

Are you more Belgian or Swiss chocolate ?

The best chocolate is the one that is made with passion and conviction. It's possible to mention all the nationalities, but it really does not make much sense. And cocoa bean trees, until proof of the contrary, grow neither in Belgium, nor in Switzerland or France. There is the actual land where the trees are implanted, the origins... and my job involves going around the world from Brazil to Cuba, including Cameroon, seeking out the best beans on the plantations. I am not talking about the percentage of cocoa in a chocolate, but the actual « sourcing » to create signature products depending on my sensitivity. 

Graphic and colourful, these chocolate and fruit cakes are conceived in a sharing spirit. © DR

How would you define your new collection in 2 words ?

Fresh and tangy. There are incredible acidulated notes in our fruit jellies and chocolate candies, thanks to the fruit vinegars we use for their freshness. But 95 % of our work focuses on chocolate. I am constantly tasting new ones, the latest cocoa beans come from Kerala, in India—we are 100 % organic, without having to boast about it on our boxes…

Why did you renew your packaging ?

After 15 years, when you look at your presentations, you say to yourself : isn't this a little old-fashioned ? We kept certain elements, such as the black code, but I needed a change of air and to open the window. It's an entire year of work and I am happy with the result. Now the logo looks like a compass that indicates where gourmet delights can be found, more joyful and more feminine.

Sober and elegant, the new packaging includes irresistible gourmet messages… © DR