Soon You Can Visit A Willy-Wonka Inspired Chocolate Factory In Amsterdam

Tony’s Chocolonely factory

By Mayukh Saha / Truth Theory

Tony’s Chocolonely, a Dutch confectionery company, had plans of creating a chocolate factory inspired by Willy Wonka’s factory in Dahl’s story. They have recently shared further details about this “mega chocolate factory with roller coaster” and also what it might look like.

Roald Dahl’s Charlie and the Chocolate Factory is one of the most original stories and has inspired many. Tony’s Chocolonely also got inspired by Willy Wonka’s factory, and are planning their very own quirky factory in Amsterdam. This Amsterdam factory will aim not only to please children but customers of all ages. Just north of Amsterdam, Zaanstad is the location decided.

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SeARCH, a Dutch architect firm, has released a rendering of Tony’s Chocolonely mega factory. It features a central bright red unit with a roller coaster track looping around it. This is in line with what the company had announced about the complex back in 2018.

Tony’s Chocolonely giant chocolate factory can accommodate nearly 500,000 visitors a year. Time Out mentioned the whole project will cost around $115 million and will open to the common public by 2024.

On their website, Tony’s Chocolonely confirmed the details:

“There will be a mega chocolate factory that everyone can visit, with a roller coaster. Really. We have been dreaming of it for ages… and it will really happen now.”

Tony’s Chocolonely

“Tony’s Chocolonely has found a crazy location on the border of Zaanstad and Amsterdam: Pakhuis ‘De Vrede’, on the IJ / North Sea Canal.”

“De Vrede” was a grains storage and handling facility. But they also used to store cocoa! Coincidence? 

The building has a beautiful past, and Tony’s Chocolonely hopes to add to its future. They plan on transforming the surrounding area into a public park. 2 new factories will also be set up, one to produce the chocolate from cocoa and another to produce the chocolate bars. The whole process will be visible to the park visitors.

Tony’s Chocolonely Chocolate Circus is the proposed name for the public park. They hope to offer a total experience where visitors can learn more about chocolate, the problems prevalent in the cocoa industry, and how the company tackles those problems.

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“Every year we ultimately want to receive 500,000 chocolate fans. With a ride on the roller coaster through the factory, we hope that visitors are so upset by Tony’s mission that they will participate to realise it.”

“Together making 100% slave free the norm in chocolate is leading in everything we do. In the national monument Pakhuis ‘De Vrede’ the head office of Tony’s Chocolonely will be located and as we are used to with Tony’s, the door is always open for everyone. The building therefore has a public character with restaurants, sports facilities and flex spaces for impact organisations.”

“It will be some time before the Tony’s Chocolonely Chocolate Circus opens its doors. But we have taken the first step. In a year or 3 it will be there. In the meantime, we will keep you informed.”

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Images: Tony’s Chocoloney/SeARCH Architects

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