“We brought new ideas, new experiences, that bring to life not only that creativity but give people a much more personal experience that you can’t get anywhere else in the world.”

The Create Your Break station allows visitors to design their own eight-finger KitKat, from up to 30,000 possible combinations, which are then created by in-store chocolatiers; while the KitKat Tasting Table presents a selection of premium desserts that champion the classic bar in a variety of ways. At the in-house kitchen, guests can watch the pastry chefs create their desserts, while sipping on a cup of decadent hot chocolate from the bar.

The KitKat Chocolatory also features a huge array of different flavours of KitKats, including sake, guava, churros, hibiscus rose, and espresso cookies and caramel. In addition, a wide range of gifting options are on offer for customers to buy for friends and loved ones.

“We wanted to make it as exciting and immersive as possible, so you walk in and you’re just surrounded by walls of chocolate. We wanted people to feel really comfortable inside so they can stay there for as long as possible,” explained store designer Gary McCartney.

There are other Chocolatory spaces around the world, including Melbourne, Ginza, Kuala Lumpur, Toronto, São Paulo and in 30 John Lewis stores around the UK.

“For brands to really connect with consumers, they need to create a connection that’s more based on experience than it is based on, you know, the historical telling of advertising,” said O’Donnell.