A sugary trap in the Grand’rue
The Fortwenger shop on the Grand’rue is impossible to miss. It sits there like a giant gingerbread house waiting to lure in hungry tourists. You do not even need a map to find it because the smell of spices hits you from two streets away. It is a very clever way to make people feel hungry even if they just ate a massive lunch. The shop window is usually decorated so well that it looks like a film set. You almost expect a group of elves to walk out and start singing about honey.
Marketing disguised as tradition
The marketing here is truly a work of art. There are red ribbons and wooden shelves everywhere. The lighting is warm and makes everything look like it was made by a grandmother in a tiny village. In reality, it is a very efficient machine designed to move products quickly. They know exactly how to pull at your heartstrings so that you forget you are standing in a very busy commercial street and a quite expensive shop.
Paying extra for the pretty box
You have to admire the courage it takes to sell a few biscuits for the price of a small steak. Some of the products are definitely on the expensive side. You are often paying more for the beautiful tin or the fancy ribbon than for the actual food. It is quite funny to watch people agonise over which gingerbread heart to buy. They look at the price tags and blink a few times before deciding that the memories are worth the cost. It is a very posh way to buy some flour and sugar.
A feast for the eyes
Even if you are a bit cynical about the prices, you cannot deny that the decoration is stunning. The interior is packed with details that make you want to stay and look around for ages. Every corner is filled with seasonal displays and local crafts. It is one of those rare shops where even just looking at the shelves is an activity in itself. The staff usually look very busy but they manage to keep the place looking perfect despite the crowds of people touching everything.
Worth the visit anyway
Despite the tourist prices and the heavy marketing, the shop is a lovely place. It captures the spirit of Alsace in a way that feels very festive and warm. You might leave with a lighter bank account but you will also have a very nice bag of treats. It is a classic part of the Strasbourg experience for a reason.
