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Brief Published: 25 Mar 2013

Tate & Lyle’s Cake Hotel, London


British sugar brand Tate & Lyle has unveiled a cake-themed pop-up hotel in London. For one night only on March 21 2013, overnight guests were able to eat their way through vanilla-sponge cushions, windows and walls clad with 2,000 macaroons, a rug made from more than 1,000 meringues, marshmallow garlands, windowsills built entirely from cake, and a bath filled with caramel-coated popcorn.

The Tasting House, which was created to promote the brand’s new Taste Experience range of golden and brown cane sugars, took a team of 14 cake makers more than 2,000 hours to bake and 900 hours to decorate, using more than 600 kilograms of sugar. Although it opened to the public during the day, the project closed in the evening for a private overnight stay that was awarded via a Twitter competition.

Eight tasting rooms in the hotel included:

  • A Pirates of the Caribbean room, with a treasure chest full of edible pearls, ginger spiced doubloons and cutlasses, and rum and raisin chocolate brownies and tea cakes.
  • A Mayan-inspired room hidden in the cellar featuring a fudge temple, complete with floating meringue ‘clouds’, ‘sacrificial’ salted caramel and chocolate hearts, and Mayan-inspired carved gold cookies.
  • A Barbados-inspired library, with edible shells, hand-painted cookies, fruitcakes and florentines showcased as museum features inside vintage glass jars. 

Non-hospitality brands are increasingly turning towards the pop-up hotel as a way to create buzz for new product launches. For more on playful food ideas, see Unforgettable Ingestibles.

Tate & Lyle