Designs have been unveiled for a $150 million revitalisation of the Cadbury Chocolate Factory site in Claremont, Hobart, which would see the factory's waterfront parklands transformed into a "chocolate experience."
According to a media communique, the vision from tourism entrepreneur Simon Currant and Associates is to "combine wonder, indulgence and Tasmania's rich provenance into a global benchmark attraction - a celebration of chocolate on a scale never before seen."
Together with Art Processors - an experience design enterprise from David Walsh, founder of the Museum of Old and New Art (MONA) - Tasmanian architecture firm Cumulus Studio has shaped the creative direction of the project.
The communique notes that their "design takes cues from the adjacent Cadbury Factory, reimagining its pipes, machines and conveyor belts into a hyperreal chocolate world."
Centred around the factory-like "chocolate central" space, the project is set to feature a masterclass space, chocolate emporium and chocolate lounge.
According to the communique, visitors will be able to journey through an "immersive chocolate tour" designed to "celebrate Tasmania's past, present and future" and bring "Cadbury's 100-year Tasmanian heritage to life."
The tour will include a cacao forest, a chocolate lab, a taste kitchen,a factory control space and a build-your-own bar, among other experience-oriented spaces.
Founding principal of Art Processors Tony Holzner said that the project is "built on curiosity, invention and joy" and "an active sensorial experience that brings the wonder of chocolate to life, inspiring discovery and connection through generosity and hands-on fun for all ages."
Director at Cumulus Studio Peter Walker added that the design "is an architectural embodiment of chocolate itself - rich, layered and unforgettable. It is a place where magic is not just seen, but felt, tasted and experienced in every detail."
Each year, the attraction is forecast to welcome 550,000 visitors - the equivalent of $120 million into Tasmania's visitor economy. Ninety-five percent of the funding for the project is intended to be secured from private investors, with the remaining "government support providing confidence for future success," the media release notes.
The project will also include the redevelopment of the Claremont waterfront with landscaped walkways and a new ferry terminal.
An article in The Mercury reported that plans for the development have been lodged with Glenorchy City Council and noted that Currant "is hopeful a decision on the project will be made by the end of January with construction starting next year."
Currant commented, "Cadbury's story runs deep in Tasmania, and by pairing that heritage with the best local produce, we will create a destination that locals are proud of and visitors will love."
The project is slated to open in 2027.
