Cannes, 5th September 2024 – In an ever-evolving retail landscape, the importance of inclusion and experiences is growing, reflecting the changes in society and consumer expectations. The desire for immersive shopping experiences presents an opportunity to shed new light on disability, breaking down barriers of exclusion and forging new connections with a broader audience. As a leading platform for emerging retail trends, MAPIC (26-28 November 2024) is embracing this movement, featuring a presentation by Didier Roche, co-founder of 'Dans le Noir?' – a unique dining experience where guests eat in total darkness.
Changing perceptions of disability through retail
Blind from childhood, Didier Roche has long been committed to creating businesses that serve the needs of blind and visually impaired individuals. In 2004, he co-founded 'Dans le Noir?', a restaurant concept where diners enjoy their meals in complete darkness, guided by blind servers. Beyond promoting the employment of people with disabilities, the aim of the concept is to raise awareness of visual impairment while offering a memorable sensory experience. With sight removed from the equation, diners are encouraged to heighten their use of their remaining senses. The concept gained widespread recognition after being featured on the TV show Top Chef, which adapted the idea for its popular 'black box' challenge.
“With 'Dans le Noir?', our goal was to put blind and visually impaired individuals at the heart of a commercial concept that delivers exceptional service and experience. We wanted customers to come for the quality of the experience, not just for the uniqueness of the idea. The success of inclusive retail depends on a genuine commitment and a truly distinctive offering,” explains Didier Roche. A remarkable success story, 'Dans le Noir?' now operates 16 restaurants worldwide and has expanded into spas, escape rooms, wine-tasting workshops, and fragrance discovery sessions. The brand continues to grow and is exploring new locations.
Inclusive retail: a blend of mission and experience
In recent years, the disability sector has focused on workforce integration, bringing individuals with disabilities out of invisibility. By creating customer-facing roles for people with disabilities, new retail concepts are playing a part in this shift towards openness. The growth and success of other inclusive dining ventures, such as Café Joyeux, show that embracing diversity strikes a chord with consumers, who seek not only a unique experience but also a chance to engage with others and share moments of universal humanity.
Didier Roche’s presentation will reflect on his 20-year journey and offer insights into how retail and real estate professionals can adopt a more inclusive approach. “MAPIC is the international showcase for evolving retail concepts and brands. The rise of businesses that combine public service missions, experiential offerings, and high-quality service is a growing trend, responding to the needs of a more open and inclusive society. Inclusive brands are achieving real success and clearly demonstrate the role retail can play in building a better society. MAPIC participants will have a unique opportunity this year to understand the importance of inclusive retail and discover this extraordinary concept,” says Francesco Pupillo, Director of MAPIC.
