Warner Bros. Pictures Canada has opened a pop-up exhibition at Yorkdale mall to give fans a “sweet” taste of its upcoming movie, Wonka.

The exhibit, Wonka’s Sweet Escape, immerses mallgoers in a pink-hued mini-fantasy world, featuring a walk-around 30-foot cherry blossom tree surrounded by sweets and sweet things (like bunnies). The space also includes a larger-than-life Wonka chocolate bar, a photo opportunity, a Kinder chocolate stand and a replica of the famous fictional chocolate-maker’s walking cane.

Warner Bros. Pictures is alerting mallgoers to the presence of the exhibit with digital OOH ads at various points throughout the mall and externally with paid media on social networks. 

The studio worked with Reignite Marketing to build the experience, YBIMC on the digital ads and influencer agency Craft Public Relations. Allied Global Marketing handled PR. 

The activation was launched yesterday and will be available until January 2.

According to Warner Bros. Pictures, more than 4 million visitors are expected this holiday season at the mall. The new movie, which is the prequel to Roald Dahl’s Charlie and the Chocolate Factory, will hit theaters on December 15.