On a chocolate journey.

When I first became involved with Chocolate Nation, there was no roadmap, no established framework—just a blank page and a bold idea. Together with an incredible team, we set out to create something truly unique: the world’s largest Belgian chocolate museum.

Every aspect of Chocolate Nation was a challenge and an opportunity. From inventing the name and shaping the brand identity to conceptualizing the content, building the team, and crafting the commercial strategy, we had to think creatively and strategically at every turn. Even the museum’s layout, pricing model, and marketing strategy required careful thought and innovation.

What we built wasn’t just a museum; it was an experience—a celebration of Belgian chocolate that tells its story in 14 immersive, thematic rooms. Working on this project was one of the most rewarding experiences of my career, and I take immense pride in the partnerships and strategies we developed to bring this dream to life.