Hotel Residents Left With More Than A Sweet Taste In Their Mouths

Are you one with a sweet tooth? If so, this is literally the perfect place for you. Last week; Britain’s largest cane sugar brand Tate & Lyle Sugars stunned hotel residents by launching the world’s first hotel made entirely out of, yes you heard it, cake! The Soho based guest house offers a variety of indulgent treats including; 2,000 macaroons, 1,081 meringues and cushions made entirely out of sponge. These incr-edible efforts were produced by a team of 14 specialist cake makers, who endured a grueling 2000 hours of baking, 900 hours of decorating and used a gigantic 600kg of sugar. This for sure is one ‘Willy Wonka’ would be proud of.

James Whiteley, Tate & Lyle Sugars Senior Brand Manager, said; 'We think the cake hotel perfectly captures the excitement, inspiration and expertise behind the creation of our new range of golden and brown cane sugars. We hope that through the cake hotel we can showcase the versatility of golden and brown cane sugars and inspire people to get creative in the kitchen.'

One thing is for sure, the lucky guests will most certainly be having sweet dreams!

Here at apt, we see this as an incredibly innovative PR stunt; with one of the most exciting, creative and visual scenes known today. This follows the notion of pop-up-stores, which use a temporary store to create spectacular events. This is one of businesses most contemporary trends and we’ve seen the likes of ‘Made in Chelsea’ stars Jamie Laing and Oliver Proudlock promote ‘Candy Kittens’ and ‘Serge DeNimes’ using this technique. We see this as a great way to engage with existing and potential customers; to raise consumer awareness about their brands. We are over the moon to be witnessing a raft of alternative methods becoming increasingly popular in the world of marketing and we look forward to seeing how this develops over the coming years.

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