The Chocolate Factory E.Wedel, a long-awaited addition to Warsaw's cultural landscape, is set to open its doors on September 4th, 2024, just in time for International Chocolate Day. This unique museum offers a deep dive into the world of chocolate, intertwined with the rich history of the Wedel family, who have been synonymous of high-quality confectionery for over 170 years.

With the launch of its promotional campaign under the slogan "YOU CAN," the museum is already generating buzz, promising visitors a sensory and interactive experience unlike any other in Europe.

A strategic move beyond production

Located at 5 Emila Wedla Avenue, the Chocolate Factory E.Wedel represents a significant step in the company’s strategic development. It marks E.Wedel’s evolution from a traditional production-based company to a multifaceted brand that invites the public to engage with its rich heritage and ongoing innovations. The museum aims to not only entertain but also educate and inspire, adding to Warsaw’s cultural offerings and reinforcing E.Wedel’s status as a symbol of Polish tradition and ingenuity in the world of sweets.

The idea for the museum was born out of a desire among E.Wedel employees to preserve the company’s legacy while opening up new avenues for interaction with visitors and the local community. This initiative has culminated in a project that blends historical reverence with modern creativity, brought to life by a collaboration of experts. The museum's architectural design was handled by the renowned Warsaw-based firm BiM Architects, while the exhibits were curated by WWAA Studio, known for their innovative approach to storytelling. Lunapark Motion Arts Collective took charge of the multimedia elements, creating immersive experiences that captivate all the senses. The museum’s visual identity, crafted by Studio Homework in consultation with graphic designer Patryk Hardziej, draws inspiration from the iconic packaging of E.Wedel’s classic "Jedyna" chocolate.

Spanning over 8,000 square meters, the building houses both museum and production facilities, making it a living testament to the brand's commitment to quality and innovation.

An immersive, multi-sensory experience

What sets the Chocolate Factory E.Wedel apart from other museums is its emphasis on multi-sensory engagement. Visitors are not only encouraged to look and learn, but also to touch, taste, and even create their own chocolate. The museum is designed to be a journey that immerses visitors from the moment they step inside. Each floor of the museum offers a different perspective on the chocolate-making process, from the selection of cocoa beans to roasting, refining, and finally packaging the finished product. Alongside this, visitors will also delve into the fascinating history of the Wedel family, without whom the tradition of chocolate-making in Poland might have taken a very different path.

One of the museum's highlights is the interactive "Designer" zone, guided by a virtual tour guide named Marta. Here, visitors can learn how E.Wedel’s packaging is created and even design their own Ptasie Mleczko® box, experimenting with various cutting tools. Original artifacts such as a 1930s paperweight featuring the iconic "Boy on a Zebra" and a figurine box from the same era, crafted by puppeteer Edward Manitius, are on display, offering a tangible connection to the past.

Another unique feature of the museum is the opportunity to observe the actual production process. Unlike traditional museums, where exhibits are typically off-limits, at the Chocolate Factory E.Wedel, touching is not only allowed but encouraged. Guests can indulge in tasting sessions at two points during their visit, ensuring that the experience is as delicious as it is informative.

After exploring the museum, visitors can unwind at the E.Wedel Chocolate Lounge located near the main entrance. This is also where they can purchase souvenirs and chocolate-themed gifts to remember their visit. Additionally, the museum boasts a rooftop terrace on the 6th floor, offering stunning views of Kamionkowskie Lake and the Warsaw skyline, providing a perfect spot to relax and reflect on the experience.

"YOU CAN" – the campaign behind the museum

Coinciding with the launch of online ticket sales, the "YOU CAN" campaign kicked off on August 5th and will run until mid-October. This extensive marketing effort spans various platforms, including social media channels like Facebook, Instagram, and TikTok, as well as digital advertising, radio spots, and out-of-home (OOH) formats such as citylights and bus ads throughout Warsaw. An influencer campaign is also part of the strategy, ensuring that the museum reaches a broad and diverse audience.

The creative concept and execution of the campaign have been managed by Golden Submarine, while Zenith Media handled media purchasing. PR activities related to the museum are coordinated by 24/7Communication, with corporate communication being managed by SEC Newgate. Lettly is in charge of influencer partnerships, and the website development was entrusted to Panowie Programiści and Twin Collective.

Marta Pawłowska, the Brand Manager of the Chocolate Factory E.Wedel sizes that this is not just an ordinary museum. "We’ve seen tremendous interest during events like the Night of Museums or Chocolate Weekends, where people are eager to see what happens behind the factory doors. Opening the museum was a natural step for us to allow consumers to explore the secrets of our work, not just on special occasions but throughout the year. The Chocolate Factory E.Wedel is a place where touching the exhibits, observing the production process, and even lying on chocolate is not only allowed but encouraged. We warmly invite everyone to visit this extraordinary place and experience it for themselves!"

A perfect way to celebrate International Chocolate Day

As Robert Zydel, Director of the Chocolate Factory E.Wedel notes, "Is there a better way to celebrate International Chocolate Day than by visiting the E.Wedel Chocolate Factory Museum? From September 4th, 2024, we, along with our dedicated Wedel team, invite everyone to see for themselves what makes this place so special."

The Chocolate Factory E.Wedel is poised to become a must-visit destination for both chocolate lovers and anyone interested in Poland’s rich cultural heritage. By blending tradition with innovation, E.Wedel is not only preserving its legacy, but also creating new ways for people to connect with the world of chocolate. This museum promises to be a sweet addition to Warsaw’s vibrant cultural scene, offering a memorable experience for visitors of all ages.