Tony’s Chocolonely is inviting chocolate lovers into The Tony’s Only Red Room — a sultry, one-day-only pop-up in Soho celebrating the Pantone standardisation of Tony’s Only Red, the brand’s signature colour.
Open from 1pm to 8pm at 28 Peter Street, W1F 0AL, the immersive experience is designed to remind visitors to pause and savour a moment of pleasure. Guests can explore the rich, sensory world of Tony’s through colour, texture, and taste, and will leave with a goodie bag filled with Tony’s Chocolonely treats.
Amid rising wellness trends and the pressures of GLP-1s and Ozempic culture, Tony’s aims to reclaim indulgence as an act of joy and connection.
“Tony’s Chocolonely Only Red is more than a colour – it’s a bold statement of our mission to make the cocoa industry fairer while crafting chocolate that’s irresistibly tasty,” said Sadira E. Furlow, Chief Brand Officer at Tony’s Chocolonely. “It’s bold, it’s joyful, it’s powerful. And now, thanks to Pantone, it’s official.”
Behavioural psychologist Jo Hemmings explained the psychology behind the hue:
“Red awakens the senses and heightens pleasure – it creates a space where indulgence feels both intimate and empowering.”
Pantone’s Vice President Laurie Pressman added, “Tony’s Chocolonely Only Red is a confident and captivating red that challenges convention and celebrates the magic of chocolate.”
The Tony’s Only Red Room experience highlights the brand’s ongoing mission to blend pleasure with purpose while driving positive change in the cocoa industry through fair pay and ethical sourcing in Ghana and Côte d’Ivoire.
The Tony’s Only Red Room is open today, Wednesday 12 November, from 1pm–8pm at 28 Peter Street, Soho, W1F 0AL.
