BELGIUM. The Belgian Chocolate House, operated by International Duty Free (IDF), has been awarded the Mercury Prize for the most successful retail concept of the year.

The award was presented by Belgian federation for retail and services Comeos on 25 October.

“Proverbial cherry on the cake”: IDF said it takes great pride in sharing the history of Belgian chocolate with so many people

An independent jury of seven retail experts judged The Belgian Chocolate House to be the most surprising concept and most capable of creating the greatest added value.

IDF said: “Our concept offers customers a unique experience in terms of product range, quality, service and interior. However, we take greatest pride in the fact that we share the history of Belgian chocolate with so many, and are wholeheartedly engaged in spreading this tradition worldwide. Being conferred the Mercury Prize is the proverbial cherry on the cake in recognition of our daily dedication.”

IDF plans to roll The Belgian Chocolate House concept out to global locations in the future

Brussels Airport Company CEO Arnaud Feist commented: “The quality of the service we provide to passengers and partners at Brussels Airport is at the centre of everything we do at the airport. Our range of stores is certainly an important part of this. So we’re very proud that IDF has been presented this prestigious award for The Belgian Chocolate House.”

The Belgian Chocolate House has branches at Brussels and Charleroi airports, in the Brussels South railway station and in Luxembourg City. International Duty Free said it plans to expand the concept to the key cities in the world, including New York, Dubai, Abu Dhabi, Tokyo, Shanghai, London and Berlin.