Immersive Red Popup by Cj Henry & Tony’s Chocolonely
New York, February 6, 2025 — Impact-driven chocolate brand Tony’s Chocolonely has teamed up with contemporary artist Cj Hendry to debut a bold, immersive pop-up experience that fuses art, activism, and indulgence. Just in time for Valentine’s Day, Tony’s Only Red World invites visitors into a fully saturated red universe designed to spark joy—while confronting the unequal realities of the global cocoa industry.
Blending visual spectacle with purpose, the pop-up transforms Tony’s iconic red into a sensory escape—playful, intense, and unapologetically vibrant. Beneath the eye-catching design lies a powerful message about inequality, brought to life through a $1 mystery box concept that mirrors the uneven distribution of wealth within the cocoa supply chain.
For just one dollar, guests receive a mystery bag containing at least one Tony’s chocolate bar—often retailing between $4.95 and $6.99—with the possibility of more surprises tucked inside. The intentionally unequal contents of each bag are meant to communicate, with a spoonful of sugar, the bitter truth of cocoa farming: while the chocolate industry is worth billions, many cocoa farmers earn less than a dollar a day.
“The cocoa industry is bitterly unfair,” says Aidaly Sosa Walker, Vice President of Marketing at Tony’s Chocolonely North America. “Cocoa farmers work tirelessly at physically demanding jobs, all for less than a dollar a day on average, while the industry is worth billions. We tell that story everywhere—from the manifesto inside every wrapper, to the unequally divided bars, to our Only Red—and now with this pop-up. But we wanted to do it in a way that feels as energizing as our brand color and as sweet as our chocolate. Ultimately, this is a love letter to the industry—a vision of how things should be: fair, sweet, and only unequal in how much chocolate you’re willing to share.”
The installation continues Tony’s commitment to meeting consumers where culture lives. The brand was recently honored as a 2025 TIME100 Most Influential Company and featured in Fast Company’s 2024 Brands That Matter, underscoring its ability to blend mission with modern storytelling. Set entirely within Tony’s signature red, the pop-up rebels against the status quo, encouraging visitors to step out of routine and into a world fueled by curiosity, surprise, and delight.
Artist Cj Hendry, known for her hyper-realistic drawings and large-scale experiential exhibitions, brings her signature immersive sensibility to the collaboration. “I couldn’t be more chuffed to be collaborating with Tony’s team,” Hendry shares. “I’ve been a fan of the brand for so long, and to finally work together in a bigger capacity is truly an honor.”
“Tony’s has always stood for doing things differently,” adds Sosa Walker. Partnering with Cj Hendry allows us to bring our bold personality to life in a way that feels immersive, inclusive, and unforgettable. This isn’t just an art installation—it’s an invitation to experience our world.”
Tony’s Chocolonely invites consumers and industry peers alike to step inside Tony’s Only Red World from February 6–8, open daily from 11:00 AM to 5:00 PM, and join the brand in its mission to end exploitation in cocoa—while having a little fun along the way.
Photos Exhibition Credit: Cj Henry
Photos Event Credit: Elvin Rodriquez