Louis Vuitton has launched Le Chocolat Maxime Frédérique at Louis Vuitton in Marina Bay Sands Singapore, a chocolate specialty store by award-winning French pastry chef Maxime Frédéric.
The shop, which opened on February 7, 2024, offers a variety of chocolates, from coated hazelnuts to Vivien on Malle, a large interactive sculpture based on the brand’s Vivien music box.
Here’s what you can get at Louis Vuitton’s Le Chocolat Maxim Frédéric
Le Chocolat Maxim Frédéric’s debut at Louis Vuitton in Singapore marks the brand’s first overseas branch, which launched in Paris in 2022.
A native of Normandy and the grandson of a dairy farmer, Frédéric uses local produce in his Louis Vuitton chocolates. The eggs and milk came from a farm in Normandy, and the milk came from a friend who owns a dairy farm in the same area.
Cacao is sourced from smallholder farmers in Vietnam, Peru, Madagascar, the Dominican Republic, and Sao Tome and Principe.
The chocolate is then produced at Louis Vuitton’s Paris headquarters on Rue Pont Neuf, where Frédéric oversees the process.
The centerpiece of Louis Vuitton’s Le Chocolat Maxime Frédéric in Singapore is the Vivienne on Mal, the brand’s floral mascot, placed atop the trunk. Turn the chocolate key to make the doll pirouette.
Another is Petula, Louis Vuitton’s lion mascot, designed like a piñata and filled with coated hazelnuts.
Consumers can also expect pralines, chocolate bars, chocolate hazelnut spread, non-conch chocolate or chocolate that has not been rolled. This gives it a crunchy texture and bright citrus flavor.
Prices range from S$30 (US$22) for a chocolate bar to S$420 (US$311) for Vivian on Mar. Malle’s Vivienne and Petula are both currently sold out and on a waiting list.
Frédéric partnered with Louis Vuitton for the first time for the 2022 exhibition. He is also the chef and pastry chef at the luxury hotel Cheval He Blanc in Paris. In 2022, Frédéric was awarded the prestigious Gault & Millau Guide’s Pastry Chef of the Year award.
Beyond chocolate, Frédéric created the savory lunch menu at the Louis Vuitton Café and Chocolatory in Paris and helped open the brand’s seasonal restaurant in Saint-Tropez.
Following Singapore, Louis Vuitton plans to open a restaurant in Bangkok with celebrity chef Gagan Anand later this year.
Frédéric joins a growing list of chefs appointed by luxury brands as ambassadors. Gucci has collaborated with Italian chef Massimo Bottura on a series of Italian restaurants around the world, while watch brand Jaeger-LeCoultre has teamed up with renowned pastry chef Nina Metayer on a collection of fine pastries.
LLouis Vuitton Chocolat Maxim Frédéric is located at Louis Vuitton Island Maison, 2 Bayfront Avenue B1, Shop 36, Singapore 018972.
Every day, 11am to 11:30pm
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This story first appeared here.
All currency conversions were made at the time of writing.
(Hero and Featured Image Credit: Louis Vuitton)
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