Twenty years ago, if you wanted a macaron, the airy meringue-based biscuit, it would have required a trip to Paris.
The store interior evokes a dreamlike, fairy-tale ambience with some of the majestic touches from the legendary Laduree tea room on Rue Royale in Paris.
Today, however, those pastel-hued confections appear on menus at many places around the world which offer gourmet fare, their international appeal having long overtaken that of cupcakes, pastries and other sweet offerings.
The present global popularity of macarons is largely thanks to a pioneering move made by David Holder, president of upmarket French bakery house Laduree.
Laduree can trace its history all the way back to 1862, when a French miller (and aspiring writer) named Louis Ernest Laduree opened a patisserie on Rue Royale in Paris. This pastry shop's innovative creation of double-decker macarons with a creamy ganache filling quickly became a trendy delicacy among well-to-do Parisians, elevating what had been a rather commonplace item into a prized treat.
But it was David Holder who transformed the French-style macaron into a real global celebrity. During the course of the 22 years he has been running the company, Laduree has cast its net far and wide, introducing this confection to cosmopolitans with a sweet tooth worldwide. Now sold from outlets in many large cities — including London, New York, Milan, Monaco, Geneva, Tokyo, Hong Kong, Sydney, Singapore and, most recently, Bangkok — Laduree macarons seem to have inspired many contemporary bakers, professional chefs and amateur home cooks alike, to try their hand at mastering the art of whipping up this moreish treat.
Laduree macarons in a limited-edition box to celebrate the opening in the City of Angels.
However, according to Holder, authentic Laduree macarons are still made in only one place in the world: Paris.
Thailand's first Laduree outlet, which opened two weeks ago, is situated on Siam Paragon's M floor. The interior-design concept, a style dubbed "Laduree Maison", evokes a dreamlike, fairy-tale ambience with some of the majestic touches pioneered by the legendary Laduree tea room on Rue Royale in Paris.
Apart from a mouthwatering selection of imported macarons, this bijou store — which has an elegant, 18-seat tea lounge tucked away in the rear — also offers gourmet chocolates, teas, jams and honey as well as perfumed candles and a few other souvenir items.
"It's always a big inspiration for us, as a French pastry house, to present French haute couture," Holder said.
"But on top of that, we want to offer something more than just the sophisticated image. I want customers to feel, when they enter the boutique, like they are enjoying a Parisian lifestyle. And when they leave, they can have something nice they can keep."
To strengthen the brand's image, Laduree has been involved in a number of joint projects with top fashion designers like Christian Louboutin and Marni. Back in 2012, the company also collaborated in the launch of a collection of make-up products whose shades were inspired by the pastel colours of its iconic macarons.
"We always compare our brand to high fashion," Holder noted. "It means we work according to the seasons and take inspiration from the colours, the vibes and the life of the new season in order to create new macaroons — new fragrances, colours, flavours and packaging. So, for every season, we will release a new collection of macarons that are available only for a limited time."
The pastry chefs at Laduree have crafted more than 100 macaron flavours to date, a dozen of which are all-time favourites, these best-sellers including rose petal, salted caramel, lemon, orange blossom, vanilla, chocolate, coffee, pistachio and raspberry.
At the company's new Bangkok boutique, Holder enthused: "You will experience the real Parisian taste from best-selling macarons that come in a special, limited-edition 'Thailand Macaron Box' which was designed exclusively by the Laduree team in Paris to celebrate the opening in the City of Angels."
Holder said that Laduree's next step in Thailand is to open a tea salon and a "pastry laboratory".
"With that we will be also able to offer the same cuisine and wide range of pastries as you would find in Paris," he added.
Thailand’s first Laduree outlet.
