The French Cheese Board (FCB), a New York-based umbrella organization for French dairy products, opened its first concept store for cheese in the United States, located in New York City's Soho.
The concept store transforms the idea of a mere boutique into an interactive experience to discover cheese culture through an intuitive tool box, complete with magnetic walls, bespoke furniture, educative murals to learn all about French cheeses and many more innovative features.
"We wanted to create a modern hub for foodies to share an immersive experience anchored in the exploration of the artisanal making and flavor of French cheeses," says Laurent Damiens, head of communications. "Our store represents a new space for us to support our consumer-first approach and drive authenticity and innovation around the French industry's offerings and ideals."
FCB’s experimental space will be brought to life by a team of certified cheese masters with unrivaled background in flavor chemistry and superior knowledge of cheese and beverage pairings. The flagship location will also serve as a customizable venue for creative moments in cuisine, art, lifestyle, education and more. FCB is leveraging its partnerships with industry and pop culture influencers to help build out multifaceted culinary and culturally exciting experiences, which will serve as private events throughout its year-long programming.