Chocolate Infinity at Cadbury World

Virtual chocolate gets everywhere — especially when you’re in the Chocolate Infinity installation at Cadbury World’s Purple Planet where you can play with electronic chocolate that does just about everything except add to your waistline.

As you enter the infinity room a giant chocolate bar melts into gloopy puddles beneath you and, when you jump in them, chocolate splashes all over the floor. Then a sprinkling of individual Roses chocolates appear beneath your feet. You won’t believe your eyes when they unwrap as you tread on them — but as you step off they wrap back up.

Chunks of chocolate then fill the floor and when you stamp on them they break open showing gooey caramel, squidgy Turkish Delight, chunks of mint, orange or Cadbury's Crunchie inside. Finally you get to chase three Creme Eggs across the floor but don't stand still because they’ll pop their tops and taunt you until the game is on again.

This magical space is controlled by a shock sensitive floor and a series of motion sensors that track you inside the “infinite” space created by a serious of mirrors that make it appear infinitely bigger than it really is.

HMC Interactive worked with Newangle to bring the concept to reality, creating a truly innovative cutting edge exhibit for this high profile client. Newangle developed the concept and managed the creative direction as well as creating many of the graphics. The effect required painstaking photography of Cadbury’s Roses at different stages of undress.

The HMC team used their expertise in bespoke software to breathe life into the visitor experience. They wrote custom software from the ground up and installed it across three computer processors at the nerve centre of the installation.

Exhibition design: Event Communications Design & production: Newangle Software programming: HMC Interactive