Shanghai Shoppers Can Taste Dove Chocolate At Its Hotel Popup
The multisensory popup experience will provide tastes of Dove's different chocolates in an interactive, hotel-inspired setting, inviting visitors to find their 'pleasure profile'
The confectionary company Mars is launching an activation for its Dove chocolate brand this holiday season. Called the Dove Hotel, the Shanghai location will include four different rooms, each featuring a specific chocolate and experience.
The multisensory mock-hotel aims to provide visitors with an interactive and edible experience—for instance, encouraging guests to touch the silk bedsheets in the first room’s exhibit, intended to mimic the silky smoothness Dove’s chocolate is known for. In addition, guests are invited to sample chocolate treats, create their very own concoctions and enjoy desserts made by Michelin-star chefs.
While Mars created the experience with millennial shoppers in mind and to elevate the brand to a more premium status, Dove is also the parent company’s most popular chocolate brand in China, the success of which Mars hopes to build upon with this interactive and immersive chocolate journey. The activation will run through mid-November.