BELGIUM. Last night in Godiva’s home city of Brussels, the famous chocolate brand hosted an immersive chocolate evening at the Albert Hall in celebration of its 90th anniversary.
Around 140 guests were guided through a multi-sensory experience that enabled them to discover more about the Godiva brand. Upon entering the art deco venue, a path of fragrant hazelnut trees directed guests towards the first ‘layer’ of the experience – the Heritage Room. Honouring the legacy of the Draps family, who founded Godiva in 1926, the room encompassed a celebration of the passion, craftsmanship and ingenuity on which Godiva was built.
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Godiva Chef Chocolatiers displayed their talents and creations at the Albert Hall |
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Godiva CEO Mohamed Elsarky (centre) with the company’s talented Chef Chocolatiers |
Godiva’s Chef Chocolatiers were stationed in the centre of the room to demonstrate their culinary artistry and skilled craftsmanship through a series of live, interactive demonstrations. An ‘Aroma Organ’ enabled guests to experience, through a sensorial way, the variety of the ingredients that Godiva Chef Chocolatiers blend together.
The evening’s second ‘layer’ was unveiled in the Multi-Sensory Room. Guests were guided inside oversized chocolate pods to experience chocolate through each of their five senses. Led by neuro-science pioneered by Oxford University, each chocolate pod was crafted to dial up the selected chocolates’ defining characteristics. The chocolates selected for this experience belong to Godiva’s new Gold Anniversary Collection.
Click to watch an overview of Godiva’s 90th anniversary celebrations in Brussels |
A stunning dining experience closed the evening, allowing guests a glimpse into the imaginative ingenuity that will shape the future of the brand. The theme of the room was ‘Rose & Raspberry’ – the new flavour created especially for Godiva’s 90th anniversary. Each dinner dish, created by Michelin-starred Chef Christophe Hardiquest and Godiva, was inspired by the Rose & Raspberry flavour.
Belgian artist Oli-B, who has collaborated with Godiva to design two anniversary edition boxes, created a bespoke technicolour mural in the main room at Albert Hall. The mural comprised different pieces of small art that guests were asked to bring to the event.
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The limited anniversary editions were created in partnership with Belgian artist Oli-B |
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Oli-B’s colourful mural was created from several different pieces of art, brought to the event by guests |
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The Moodie Report’s Helen Pawson adds her piece of art to the mural |
Godiva CEO Mohamed Elsarky said: “We have patiently perfected our culinary art of crafting delicious chocolate over the past 90 years. At this momentous milestone, we wanted to celebrate the skill and expertise that have been passed down through generations and blended with the pioneering innovation. We hope that our guests had the ultimate chocolate experience.”
Look out for an interview with Godiva CEO Mohamed Elsarky and more detail on Godiva’s two anniversary editions in coming days.
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