Eclairs, a genius idea!

The first time I heard of Christophe Adam was at the filming of a new competitive cooking reality tv show which took place at FERRANDI, Qui Sera Le Prochain Grand Patissier?, back in February. I was backstage watching him and the other pin-up poster boy of French pastry, Christophe Michalak, scrutinise the contestant’s desserts. As make-up artists touched up the faces of these celebrity judges I was getting the low-down on who these guys were. Who’s Christophe Adam? He’s the eclair guy I was told. Eclairs? You mean only eclairs? With further research I learn he is a former chef patissier at one of my favaourite patisseries in Paris, FOUCHON. So, I was convinced, and Saturday became my own discovery of L’eclair de Genie by Christophe Adam.

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I love a good concept store and brand idea. L’eclair de Genie is clever. There is certianly animation in and around the store. There is colour, taste, fun and variety, and when your customers are panting over the glass display you know you’ve got a good thing going. The long queue outside was also an indication of the popularity of L’eclair de Genie. Why didn’t anyone think of this before? Eclairs have been around for EVER!

L’eclair de Genie a concept store du Marais
14 rue Pavee 75004

Bon eclair!

Miss Pirisi.

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