Australian KitKat fans can take their love of the chocolate bar to the next level when the Kitkat Chocolatory opens at Melbourne Central on 21 October.
This is the brand’s first permanent store in Australia and gives customers the chance to create personalised KitKats with a changing range of ingredients. The store’s launch comes after successful popup stores in Sydney and Melbourne last year.
“Our previous KitKat Studio popups were a huge hit with the Australian public, so it was a natural evolution to create a permanent store where people could unleash their creativity and create personalised flavours,” said Nestle Australia’s head of marketing for confectionery, Anna Stewart. “With its reputation as a creative hub for food and art, launching the store in Melbourne was the perfect choice.”
To celebrate the opening, KitKat has collaborated with Melbourne street artist, Dvate, and dessert queen Anna Polyviou to create the KitKat Melbourne Street Collection, inspired by the city’s street art.
“As people become more creative with what they eat, we are continually looking for ways to innovate and reinvent the traditional break,” explained Stewart. “Working with Dvate and Anna, who are famous for their individuality and artistic talent, is a fitting way to unveil our first permanent location here.”
The collaboration includes four unique KitKat creations produced by Polyviou, a Melbourne native and executive pastry chef at Shangri-La Sydney.
“As a massive fan of all things sweet, I’m so excited to be collaborating with KitKat once again and working with the talented Dvate on the launch of the KitKat Chocolatory,” she said. “I had the honour and creative freedom to come up with some wicked creations. Inspired by the streets of Melbourne, they combine amazing flavours and my signature graffiti to make them truly limited-edition.”
The launch of the Melbourne Chocolatory is part of a global rollout that includes a new KitKat store in Kuala Lumpur, Malaysia; multiple locations in Japan; and a popup in London, UK.
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