The idea of a Willy Wonka-themed hotel sounds dangerous. After all, the factory was hardly OSHA-compliant, right? Well, the branded experience that Booking.com put together in New York and LA doesn’t seem quite as treacherous. In fact, it looks downright fun and relaxing. We don’t see any chocolate pipes to get stuck in, TV satellites to blast you into a million pieces, or chewing gum that would turn you into a fruit.
Gearing up for the “Wonka” prequel’s release this Friday, Booking.com took over two rooms in the Park Lane New York and Viceroy Santa Monica hotels in New York and Los Angeles, respectively. Two pairs of guests will get the chance to stay in the “Sweet Suites,” which are decked out “Wonka” style with plenty of candy, like edible gummy top hats; colorful decoration pieces, like a bed meant to look like a chocolate bar dipped in marshmallows; and branded items, like suitcases that bear the Booking.com logo.
The walls are also decorated with vintage destination posters and “Wonka”-themed wallpaper.
The idea of turning a hotel room into a fully immersive branding experience has been done by others. There was the “Barbie”-themed RV, and even a hotel room modeled after Moe’s Southwestern Grill.
For an intellectual property as over-the-top as “Wonka,” the promotions need to match that size. They need to be fully immersive. Yes, a branded chocolate bar to hand out would make sense, but it’s not quite as memorable as an overnight stay in a room that evokes the “Wonka” brand at every turn.
After all, this is pretty much what a Wonka hotel would look like if his factory tours were a little more successful, and he could parallel Disney’s career a little better.
For the lucky guests who get to stay in the rooms for only $12.15 (a nod to the movie’s release date), be aware that if any Oompa Loompa’s start singing, it probably means something bad is about to happen.
