How Nutella and Assouline Rewrote the Story of a Global Icon

When the doors opened at our Assouline boutiques in Paris, London, and New York on World Nutella Day, guests stepped into more than a breakfast. They entered a curated exploration of how a single cocoa spread became woven into cultures worldwide over sixty years ago.

The concept was elegant in its simplicity: pair the tactile experience of an Assouline book with the sensory pleasure of Nutella, and invite guests to discover both as complementary narratives of everyday positivity. The execution, however, revealed something far more profound: a masterclass in brand storytelling that transcends childhood nostalgia to become a living cultural force.

Assouline's latest volume stands as a beautiful testament to the Nutella  brand's global resonance, elevated through our signature craftsmanship. In all, it is a celebration devoted entirely to the small, sweet, and universal language of a morning ritual that knows no hour.