AKA’s design studio created the ultimate blueprint to re-imagine the Lunt-Fontanne Theatre as a fantastical Wonka factory, complete with chocolate piping, innovative lenticulars and a multitude of fun interactive experiences referencing different aspects of the beloved story. The experience continues inside the theatre lobby with The Lunt-Fontanne’s three concessions areas redesigned and newly renovated as “Chocolate Bar,” “Candy Bar” and “Wonka Empori-Yum”. Each concessions bar is filled with Dylan’s Candy Bar product that would satisfy even WONKA’s sweet tooth, the likes of which have never before been sold within a Broadway house. The partnership with Dylan’s extends beyond the theatre as they now offer pre-show CHARLIE themed party packages within their store, advertised to customers as the perfect “add-on” to their Broadway CHARLIE experience.
Photos of fans engaging with the front of the theatre are the most-shared aspects of Charlie and the Chocolate Factory on Instagram—providing the show with continued fan-driven exposure. The Dylan’s Candy Bar partnership has been widely covered by press outside of the ‘general theatre pages’, allowing the show to reach new audiences. Features have been written in The New York Times, The Wall Street Journal, Newsday, Teen Vogue and more.