See's Candies
About the project
Location: DFC Mall, Doha, Qatar
Total Area: 150 sqm
See’s Candies is a subsidiary of Berkshire Hathaway, owned by legendary investor Warren Buffett. Being entrusted with designing a store for such an iconic brand under his portfolio is an honor and a testament to the quality and vision behind our work.
As the first studio to redesign a See’s Candies store, we had the privilege of redefining the brand’s retail experience while staying true to its rich heritage. Our concept was inspired by Mary See’s house in California, fully engaging in every detail to craft a design that embodies the brand’s DNA.
Challenge
- Triangular floor plan, creating difficult spatial flow and visual imbalance
- Presence of large structural columns within the space
- Strict mall regulations: no walls allowed, and furniture height limited to 120 cm
- Requirement to fully separate the candy counter and coffee bar
- No existing concept reference — the design required a completely new direction based on strategic analysis
Outcome
- An S-shaped counter redirects attention and softens the sharp geometry of the triangular layout
- Structural columns were integrated into the concept, reinterpreted as storytelling elements inspired by a museum display of See’s heritage
- Custom-designed furniture expresses the brand’s DNA with precision, creating immediate visual recognition without excess
- Carefully controlled perspectives and spatial composition generate a dynamic and engaging in-store experience
Our Role
Interior Design
Furniture Design
Coffee Bar System Fitting
Lighting Design & Fabrication
Packaging Design & Supply
Product Design & Fabrication
On-site Supervision
Collaboration with local suppliers
Brand DNA Study
We began by studying the heritage and visual language of the brand, translating key elements into spatial and design principles. Hand sketches were used as a tool to explore proportions, forms, and historical references — forming the foundation of the concept.
We also traced the brand’s roots within the broader art and architectural timeline, particularly the Victorian era (1840–1885) and the influence of the Italianate style in the United States — elements that helped shape the identity of early See’s stores.
About the project
Location: Doha Festival City Mall, Qatar
Total Area: 150 sqm
See’s Candies is a subsidiary of Berkshire Hathaway, owned by legendary investor Warren Buffett. Being entrusted with designing a store for such an iconic brand under his portfolio is an honor and a testament to the quality and vision behind our work.
As the first studio to redesign a See’s Candies store, we had the privilege of redefining the brand’s retail experience while staying true to its rich heritage. Our concept was inspired by Mary See’s house in California, fully engaging in every detail to craft a design that embodies the brand’s DNA.
Challenge
- Triangular floor plan, creating difficult spatial flow and visual imbalance
- Presence of large structural columns within the space
- Strict mall regulations: no walls allowed, and furniture height limited to 120 cm
- Requirement to fully separate the candy counter and coffee bar
- No existing concept reference — the design required a completely new direction based on strategic analysis
Outcome
- An S-shaped counter redirects attention and softens the sharp geometry of the triangular layout
- Structural columns were integrated into the concept, reinterpreted as storytelling elements inspired by a museum display of See’s heritage
- Custom-designed furniture expresses the brand’s DNA with precision, creating immediate visual recognition without excess
- Carefully controlled perspectives and spatial composition generate a dynamic and engaging in-store experience
We were the first to propose a whole new store concept, going beyond traditional elements to include custom-designed furniture and lighting that enhanced both functionality and ambiance. Every aspect of the space was carefully curated to reflect See’s Candies’ legacy while elevating it to a new level of sophistication.
This particular store is located in Doha Festival City Mall, Qatar, marking the second See’s Candies & Café location, following the first in Dubai. The impact of the design was immediate and undeniable—the store achieved a record-breaking soft opening sale, surpassing all See’s Candies locations worldwide! This achievement is a testament to how well-executed design can directly contribute to commercial success.
Our Role
-Interior Design
-Furniture Design
-Coffee Bar System Fitting
-Lighting Design & Fabrication
-Packaging Design & Supply
-Product Design & Fabrication
-On-site Supervision & Design Control
-Collaboration with local suppliers
Brand DNA Study
We began by studying the heritage and visual language of the brand, translating key elements into spatial and design principles. Hand sketches were used as a tool to explore proportions, forms, and historical references — forming the foundation of the concept.
We also traced the brand’s roots within the broader art and architectural timeline, particularly the Victorian era (1840–1885) and the influence of the Italianate style in the United States — elements that helped shape the identity of early See’s stores.
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About us
Epoca is a multidisciplinary design studio operating at an international standard. Led by Stivo, with a professional foundation shaped in Italy, projects are developed through a collaborative approach—working closely with architects, engineers, and selected specialist consultants when required.
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