Diplomat Sweets is one of Riyadh’s most established patisseries, celebrated for its authentic Arabic and Saudi sweets, elegant cakes and loyal repeat clientele.   

Rooted in strong heritage, the brand saw an opportunity to align with the city’s rapidly changing food landscape.  

TGP International was appointed to modernise its identity, customer journey and store environment while preserving principles of craftsmanship and authenticity that has defined Diplomat Sweets for decades.  

Repositioning a Heritage Brand 

The project began with a deep respect for the brand’s DNA. Celebrated for authenticity, consistency and artisanal quality, Diplomat Sweets has built a devoted customer base who value the timeless appeal of its products.  

Working closely with the client’s vision, our aim was to infuse new energy into the brand and its venue, strengthening its long-term positioning in Riyadh and across Saudi Arabia.  

“We approached Diplomat Sweets with the belief that modernisation should never come at the expense of heritage. Every detail was built from their story outward, ensuring the experience feels both familiar and new.” 

– Maddy McLeary, Brand Development Director, TGP International 

The challenge was to honour the brand’s heritage while reimagining one of its key stores as a destination for everyday celebrations, creating a place where customers could enjoy their trusted favourites in a refreshed, contemporary environment. 

This balance was achieved by preserving the flavours and craftsmanship that define Diplomat Sweets, while elevating presentation, customer interaction and store ambience to align with the expectations of today’s audiences. 

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Designing the Experience 

The new concept took cues from the energy of a food hall, introducing distinct stations for Arabic sweets, cakes, savouries and confectionery.  

A signature element of the redesign was the introduction of a dedicated dining area, a first for Diplomat Sweets. This space was created to encourage guests to linger and connect, strengthening the sense of community while reflecting the brand’s tradition of warm hospitality. 

Their placement was mapped to customer flow to ensure high-demand products were always within sight and easy reach. Meanwhile, seasonal and limited-edition displays were added to spark curiosity and encourage repeat visits.  

A major innovation was the addition of seating, supported by a thoughtful interior design approach that created a welcoming, community-oriented space where customers could linger and enjoy their selections. Live preparation areas added a sense of theatre, showcasing the craft and artistry behind every creation. 

The menu preserved beloved favourites while presenting them in contemporary ways — from kunafa cupcakes and pistachio cheesecakes to ice cream baklava. This approach allowed Diplomat Sweets to retain the authenticity that customers trust, while introducing formats and presentations that feel exciting and relevant to today’s audiences.  

The design approach included displaying products like jewellery, highlighting their artisanal quality and exclusivity while transforming the act of selecting a dessert into a more engaging, aspirational experience. 

Gifting was also reimagined through the introduction of a dedicated personalisation station and premium, seasonally adaptable packaging, a decision that recognised the cultural and social significance of sharing sweets in the region. By elevating the ritual of gifting, the concept fostered deeper emotional connections with customers and encouraged repeat purchases across a variety of occasions.  

Together, we believe these interventions enhanced interactivity and broadened the brand’s appeal, positioning the venue as both a destination for everyday indulgence and a setting to celebrate special moments. 

A Modern Yet Timeless Design Language 

The interiors balance heritage warmth with a contemporary sensibility. Warm tones inspired by Riyadh’s cultural palette are paired with bright, minimal counters that allow the products to take centre stage.  

Lighting was carefully designed to highlight products with focused illumination, while layered accent lighting added a theatrical dimension that enhanced the ambiance. This approach balanced clarity for shopping with a warm, inviting atmosphere for lingering, using concealed LEDs integrated seamlessly into shelving and display frameworks. 

“Our goal was to create a space that feels timeless, where the materiality speaks of quality and every detail invites the customer to explore. The design balances a minimal aesthetic with playful touches of colour and curated objects, using materials that evoke delight — almost like ‘materials you’d like to eat.” 

– Florentina Tsakiri, Interior Designer, TGP International 

This vision was brought to life through two design directions. The first featured sophisticated burgundy accents and central seasonal displays, while the second embraced an earthy, craft-inspired feel.  

Both prioritised open kitchens, comfortable seating, and abundant retail shelving. All counters, shelving, and joinery were designed for durability in a high-traffic environment without compromising visual appeal. 

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Engagement at Every Touchpoint 

The flagship store was designed to stay relevant and dynamic through multiple activation anchors: 

• Live cooking stations for Arabic sweets and bakery items 

• Personalisation counters for hampers and cakes 

• Seasonal and limited-edition displays 

• In-store sampling 

• Coffee service inspired by Saudi desserts  

These touchpoints were intentionally designed and positioned to increase dwell time, encouraging customers to pause, explore, and engage more deeply with the space. Each element invited interaction, whether through tactile experiences, personalised services, or visually striking display, creating moments that felt memorable and worth sharing.  

By fostering this level of engagement, the design not only enhanced the in-store experience but also extended its impact digitally, driving social media shareability and keeping the brand front of mind long after the visit.  

Impact and Outlook 

The reimagined Diplomat Sweets delivers a modern, interactive experience while safeguarding the traditions that have earned customer trust for decades.  

While loyal guests enjoy the same quality and flavours in an elevated environment, new audiences are drawn to its contemporary design, theatre and community feel. 

The flagship venue now sets a benchmark for future stores, combining operational efficiency, immersive design and market-leading product presentation. With its refreshed identity and experience-led approach, we believe Diplomat Sweets is now positioned to define the standard for Arabic sweets and cakes in Riyadh for years to come. 

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Team Recognition 

This project was made possible through a collaborative effort involving teams from across the company, with notable contributions from Madeline McLeary, Claire Richmond, Florentina Tsakiri, Maria Del Mar Alvarado, Vlad Mircea and Konstantinos Manginis.