Sugar Republic to relaunch pop-up at Myer

Confectionery retailer Sugar Republic is partnering with Myer to relaunch their pop-up Insta-Museum in two Myer stores in 2019.

The interactive museum devoted to all things sweet will be launched at Myer’s flagship Melbourne and Sydney stores from February 2019 on the sixth floor of both stores.

The Insta-Museum will feature sensory activities for all ages, much like an oversized Willy Wonka adventure for everyone, complete with a giant pastel ball pit and confetti shower and allows visitors to sample edible treats as they explore the design-led space. Visitors to the event will also find backgrounds and interactive installations.

Sugar Republic at Myer will also see the launch of a Sugar Republic dessert bar and a merchandise store. Iconic Australian confectionery and sweet brands, including Arnott’s, Wizz Fizz and Hubba Bubba, will all be part of the experience.

“We have always had a love for sweet treats, and this event has captured the desire for nostalgia and a return to the fun-filled days of innocence,” said Allison Jones, co-owner of Creative Nation. Sugar Republic is created by Creative Nation, the Australian-owned company which Jones created with Paul Matthews.

Jones said partnering with Myer brings a whole new level of excitement for the brand, and said they would be adding new rooms and next-level interactive eye candy.

Tickets for the Sydney and Melbourne Myer events go on sale in October.

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