THE WONKA EXPERIENCE
THE WONKA EXPERIENCE
Step into a world of pure imagination at Yorkdale’s Wonka Experience, an all ages immersive adventure.
BRAND IDENTITY | THEMED DESIGN | EXPERIENTIAL MARKETING
Overview
To promote the film Wonka, Yorkdale Shopping Centre in Toronto hosts a temporary, interactive exhibit immersing guests in Wonka’s Chocolate Factory with hands-on experiences like designing chocolate bars and trying fizzy drinks that make them float. The challenge was to create an engaging space before the film’s release while bridging different story iterations. Targeting fans of the novel, past films, and Timothée Chalamet, the exhibit appeals to all ages across various generations. A research-driven marketing strategy that leverages various online platforms, helps reach a broader audience and maximize engagement.
Physical Product
Using Sketch-Up, I created a 3D model of the Wonka chocolate bar which represents what participants could create in the the Chocolate Lab area. In this zone they can customize their own chocolate bar designs on a kiosk then watch it be made.
I 3D printed the design, created the chocolate wrapper in Illustrator and used Fantastic Folds to visualize the folded design. Next, I printed the wrapper, folded it, wrapped the chocolate bar in foil and took product photography.
Spatial Design
The proposed location for the Wonka exhibit is Yorkdale Shopping Centre. This mall has an area that has previously been used for exhibits (such as 'Friends' and 'Avengers S.T.A.T.I.O.N').
I developed a floor plan in Sketch-Up and added interior walls that will help separate the space into smaller zones. Then, created a floor plan that illustrates the zones and the visitor flow.
Visualizations
The collage-style site plan captures the exhibit's atmosphere while highlighting key features and themed rooms.
To illustrate the exhibit zones, I created two mockups. The chocolate lab zone lets guests make their own bars and watch them on an assembly line, set in a factory-like space with pipes and gears.
The factory zone recreates the film’s iconic setting, featuring a gummy bear tree, giant mushrooms, and floor graphics of the chocolate river and grass.
Marketing Techniques
Guests can upload a selfie to a third-party site, where AI removes the background and adjusts lighting, allowing them to choose from six Wonka-themed backgrounds and share on social media.
Facebook will share key updates through videos, images, and interactive posts, aligning with Wonka releases. Chocolatier Amaury Guichon will create a life-size chocolate design, featured on his YouTube and Wonka’s social platforms.
Billboards and digital posters in the GTHA and Yorkdale Shopping Centre will promote the experience, targeting visitors within a 1.5-hour radius.
