A real-life chocolate factory attraction, complete with rollercoaster, is set to be constructed in Amsterdam. Holland’s most popular chocolate brand, Tony’s Chocolonely are planning to open their attraction, ‘Tony’s Chocolonely Chocolate Circus’ by 2024, with the aim of enticing 500,000 visitors each year.
It is clear that inspiration has been taken from the Roald Dahl classic, Charlie and the Chocolate Factory, with the attraction being described as a factory-meets-theme-park, with a rollercoaster running through the factory. The attraction, that will be situated in Zaandam on the outskirts of the capital, is also set to include a restaurant, shops and chocolate samples throughout.
In the blueprint by Dutch Architects SeARCH, the factory comprises of a red brick warehouse, a red pavilion for the rollercoaster and a new build factory space. The attraction is set to cost around £89 million to create, with the aim of being open to the public by 2024.
Plans were first announced for the attraction back in 2018, with a statement released outlining plans to offer a total experience, where guests can learn and experience everything about chocolate, the problems in the cocoa industry and what Tony’s Chocolonely does about it. As part of its ‘recipe for slave-free cocoa’ Tony’s says it pays farmers a living wage and uses bean tracker technology to ensure supply chains are completely traceable.
An announcement on the company’s website said, “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 has found a crazy location on the border of Zaanstad and Amsterdam: Pakhuis ‘De Vrede’, on the North Sea Canal.”
The company explained that the “De Vrede” had previously been used as a storage facility for storing and handling grains and seeds and described it as an “impressive building on the water with a beautiful story”.
Tony’s Chocolonely also plan to relocate their main offices to the new attraction’s site, making use of the large and impressive location.
