KITKAT Unveils Australia’s First Permanent Store At Melbourne Central
KITKAT is launching its first ever permanent store in Australia, the KITKAT CHOCOLATORY located at Melbourne Central, where chocolate lovers can create their own personalised KITKAT.
To celebrate its opening in Melbourne, KITKAT has teamed up with renowned Melbourne street artist, Dvate and the “Punk Princess of Pastry”, Anna Polyviou. The creative duo has collaborated on the exclusive KITKAT Melbourne Street Collection only available in store.
Dvate and Polyviou bring their edgy and imaginative flair to the design and creation of the KITKAT Melbourne Street Collection, which has been inspired by the city’s distinctive street art and will include unique flavours like stone ground maccha, almond nougat and toasted coconut in a commemorative packaging design.
Nestlé Australia’s head of marketing for confectionery, Anna Stewart, said, “We’re delighted to mark the launch of Australia’s first KITKAT CHOCOLATORY with such a unique collaboration.
“As people become more creative with what they eat, we are continually looking for ways to innovate and reinvent the traditional break. 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.”
Opening on 21 October in Melbourne Central, the KITKAT CHOCOLATORY offers a premium chocolate experience where customers will be able to purchase handcrafted chocolates and one-off flavour combinations. Using premium 100 per cent sustainable UTZ certified chocolate and an ever changing range of delicious ingredients, they can put a personal stamp on their favourite chocolate and create custom-made KITKAT bars.
Dvate and Anna Polyviou’s original artwork concept will also be on display in store.
Shangri-La Sydney executive pastry chef, Anna, has also produced a series of indulgent limited edition flavours inspired by her native Melbourne that will be available in store over the coming months:
KITKAT CHOCOLATORY Melbourne Street Collection
Hosier Lane: Caramelising the Streets
- Smooth milk chocolate, crisp wafers, caramel fudge, nougat, popcorn and potato
chips
St Kilda: Sundae Session
- Intense dark chocolate, crisp wafers, marshmallow, pretzel and raspberry jelly drops
Little Bourke: Yo’ Maccha Me Crazy
- Creamy white chocolate, crisp wafers, maccha, toasted coconut and cornflakes
Luna Park: Candy Craze
- Creamy white chocolate, crisp wafers, 100s & 1000s, pop-rocks and rice crispies
Commenting on the collaboration, Anna Polyviou said, “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.
“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 Australia’s first ever permanent KITKAT store follows on from a successful launch of pop up stores in Sydney and Melbourne last year.
Stewart continued, “Our previous KITKAT Studio pop ups 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.
“With its reputation as a creative hub for food and art, launching the store in Melbourne was the perfect choice.”
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