WWAA Designs an Immersive Exhibition Inside the E.Wedel Chocolate Factory

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有些味道，我们记住的不仅是舌尖上的感受，更是它们唤起的情绪。Baryłki巧克力的香气、家庭庆典中分享的一片Torcik Wedlowski蛋糕，或祖母在特殊场合带来的一盒Ptasie Mleczko牛奶夹心巧克力。这些微小的巧克力仪式早已成为日常生活的一部分，而Wedel的产品也融入了我们的个人记忆，陪伴着人生的重要时刻，也陪伴着日常生活中的安静片段。

There are flavours we remember not only with our palate, but through the emotions they evoke. The aroma of Baryłki chocolates, a slice of Torcik Wedlowski shared during a family celebration, or a box of Ptasie Mleczko brought by a grandmother for a special occasion. These small chocolate rituals have long become part of everyday life, and Wedel’s products have woven themselves into our personal histories, accompanying both milestone moments and the quiet rituals of daily living.

▼巧克力工厂博物馆展览概览，
overview of the Exhibition Inside the E.Wedel Chocolate Factory © WWAA

如今，这些熟悉的故事可以从全新的角度被重新发现。在E.Wedel巧克力工厂，巧克力成为一段关于非凡工艺、专注与热情的故事。由位于华沙的建筑事务所WWAA设计的展览，带领参观者踏上一段从可可豆到Wedel经典包装的旅程，展现隐藏在几代人珍爱的味道背后的专业知识、创造力以及人的努力。

Today, these familiar stories can be discovered from a new perspective. At the E.Wedel Chocolate Factory, chocolate becomes a story of extraordinary craftsmanship, dedication and passion. Designed by the Warsaw-based architecture studio WWAA, the exhibition takes visitors on a journey from the cocoa bean to Wedel’s iconic packaging, revealing the remarkable expertise, creativity and human effort behind flavours that generations have come to cherish.

▼展览概览，overview of the Exhibition © WWAA

夏季，当华沙居民和游客都在城市中寻找富有意义的文化体验时，正是探索E.Wedel巧克力工厂展览的理想时机。该展览由WWAA构思并设计，并与建筑本身的设计团队紧密合作完成，向公众开启了一座充满巧克力味道、香气以及故事的丰富世界，讲述那些创造波兰最具代表性糖果产品的人们背后的经历。

The summer months, when both Warsaw residents and visitors are looking for meaningful cultural experiences across the city, provide the perfect opportunity to explore the exhibition at the E.Wedel Chocolate Factory. Conceived and designed by WWAA in close collaboration with the architects of the building itself, the exhibition opens the doors to a rich chocolate universe filled with flavours, aromas and the stories of the people behind some of Poland’s most iconic confectionery.

▼一座充满巧克力味道、香气以及故事的丰富世界，
a rich chocolate universe filled with flavours, aromas and the stories © WWAA

不同于传统企业博物馆的展示方式，WWAA打造了一种多层次、互动式的叙事体系，围绕巧克力的制作过程展开。展览并没有按照品牌历史时间线进行呈现，而是追随着巧克力完整的诞生旅程——从可可种植与采摘，到生产制造、Wedel家族历史以及工厂的发展，再到极具辨识度的包装设计。故事的主角不仅是最终呈现的产品，也包括可可种植者、技术人员、设计师以及工厂员工，正是他们的知识与投入，让每一份巧克力作品得以诞生。

Rather than following the conventional format of a corporate museum, WWAA developed a multi-layered, interactive narrative centred on the making of chocolate. Instead of presenting a chronological history of the brand, the exhibition follows the complete journey of chocolate—from cocoa cultivation and harvesting, through manufacturing, the history of the Wedel family and the factory’s evolution, to the design of its instantly recognisable packaging. The protagonists are not only the finished products, but also the cocoa growers, technologists, designers and factory employees whose knowledge and dedication make every chocolate creation possible.

▼从可可种植与采摘开始的巧克力诞生之旅，
The journey of chocolate, from cocoa cultivation and harvesting © WWAA

▼展现巧克力生产制作过程，Showcasing the chocolate-making process © WWAA

该项目的核心理念在于有意摆脱以物品为中心的传统博物馆展示模式。取代传统展柜和静态展品的是一个能够通过移动、触摸、气味、声音、灯光以及品尝体验与参观者互动的沉浸式环境。基于当代关于感知与学习方式的研究，WWAA将空间体验作为讲述故事和传播知识的主要媒介。参观者不再是被动的观察者，而是通过多种感官参与叙事过程。

At the heart of the project lies a deliberate departure from object-centred museum displays. Replacing traditional showcases and static exhibits is an immersive environment that engages visitors through movement, touch, scent, sound, light and tasting experiences. Drawing on contemporary research into perception and learning, WWAA treats spatial experience as the primary medium for storytelling and education. Visitors are no longer passive observers but active participants, experiencing the narrative through multiple senses.

▼巧克力制作的城市微缩模型，A miniature model of the city made from chocolate © WWAA

该概念的一大特色，是博物馆与正在运营的巧克力工厂之间的无缝融合。通过大型玻璃开口，参观者可以观察真实的生产线，而不是经过重构的展示场景。真实的制造过程成为展览叙事不可分割的一部分，在增强展览可信度的同时，也强调了展览空间与巧克力持续生产场所之间的直接联系。

A defining feature of the concept is the seamless integration of the museum with the working chocolate factory. Through large glazed openings, visitors can observe actual production lines rather than reconstructed displays. The authentic manufacturing process becomes an integral part of the exhibition narrative, reinforcing its credibility while highlighting the direct relationship between the exhibition and the place where chocolate continues to be made.

▼展现巧克力生产制作过程，Showcasing the chocolate-making process © WWAA

▼展览叙事的一部分，Part of the exhibition narrative © WWAA

展览同样摒弃了单一、线性的参观路线。相反，它被设计为一个开放式结构，允许参观者选择不同路径进行探索。不同区域分别围绕品牌历史、巧克力生产技术、包装设计、巧克力文化以及多感官体验展开。展览设计本身与展示内容具有同等重要的地位。每个展厅都拥有独特的空间语言、色彩体系、灯光和材料表达，对应巧克力制作旅程中的不同章节。通过运用当代展览设计理念，WWAA创造了一个沉浸式环境，使场景营造与多媒体技术共同构成一个完整统一的叙事系统。

The exhibition also abandons the notion of a single, linear visitor route. Instead, it has been conceived as an open structure that allows multiple paths of exploration. Individual zones are devoted to the history of the brand, chocolate production technologies, packaging design, chocolate culture and multisensory experiences. Exhibition design plays a role equal to that of the content itself. Each gallery features its own distinct spatial language, palette, lighting and materiality, reflecting successive chapters of the chocolate-making journey. Employing the principles of contemporary exhibition design, WWAA has created an immersive environment where scenography and multimedia function as one cohesive storytelling system.

▼沉浸式环境，created an immersive environment © WWAA

同样重要的是，WWAA与建筑设计团队BiM Architekci之间的紧密合作。展览并非被植入一个已经完成的建筑结构之中，而是在建筑设计阶段便同步发展。博物馆占据了经过改造的可可储存筒仓，而参观路线则沿建筑不同楼层逐步展开。内部原有的工业特征被保留，并被转化为叙事的重要组成部分；与此同时，建筑本身的形态——受到巧克力板造型启发——进一步强化了整个项目的品牌识别性。

Equally significant is WWAA’s close collaboration with BiM Architekci, the architects of the building. Rather than being inserted into a completed structure, the exhibition evolved in parallel with the architectural design. The museum occupies converted cocoa silos, while the visitor route unfolds across successive levels of the building. The industrial character of the interiors has been preserved and incorporated as an essential part of the narrative, while the building’s architecture—its form inspired by a chocolate bar—further reinforces the identity of the entire project.

▼细节处强化项目的品牌识别性，
Enhancing the project’s brand identity through attention to detail © WWAA

“在设计这个展览时，我们希望揭示一块巧克力背后隐藏着多少工作——需要投入多少时间、经历多少旅程，以及最重要的，需要多少人的共同努力。正是这些人奉献了自己的一生，让我们能够简单地走进商店，不经思考便买到自己喜爱的巧克力。比如手工装饰每一块Torcik Wedlowski蛋糕的人；花费多年时间确保每一盒巧克力味道始终如一的品尝师。在享用巧克力这一简单快乐的背后，是一个由无数人组成的非凡群体——不仅包括今天仍在工作的人，也包括那些从故事开始之初便塑造这一切的人。”WWAA创始人Natalia Paszkowska与Marcin Mostafa说道。

“When designing this exhibition, we wanted to reveal how much work lies behind a single bar of chocolate—how much time, how many miles travelled, and, above all, how many people make it possible. The people who dedicate their entire lives so that we can simply walk into a shop and buy our favourite chocolate without a second thought. The person who hand-decorates every Torcik Wedlowski. The taster who spends years ensuring that every box of chocolates tastes exactly as it should. Behind the simple pleasure of eating chocolate stands an extraordinary community of people—not only those working today, but also those who shaped this story from its very beginning,” say Natalia Paszkowska and Marcin Mostafa, founders of WWAA.

▼承载情感、探索与愉悦的场所，A place that embodies emotion, exploration and joy © WWAA

WWAA打造的这一展览体现了当代博物馆设计更广泛的转变，展示了展览空间如何成为承载情感、探索与愉悦的场所，而不仅仅是信息储存的空间。它让参观者以全新的视角重新发现那些从童年便熟悉的味道，通过空间体验庆祝巧克力背后的工艺、设计以及每一块巧克力背后的人类故事。

The exhibition created by WWAA reflects a broader transformation in contemporary museum design, demonstrating that exhibitions can be places of emotion, discovery and delight rather than repositories of information alone. It offers visitors an opportunity to rediscover the flavours they have known since childhood through an entirely new lens—one that celebrates craftsmanship, design and the human stories behind every piece of chocolate.

▼巧克力纪念品商店，Chocolate Souvenir Shop © WWAA

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