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article image'Edible hotel' opens for 1 night to promote sugar products

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By Anne Sewell     Mar 24, 2013 in Food
London - Remember Hansel and Gretel and the witch's house made from gingerbread? Well, there was a similar house in Soho, where everything was made of edible goods, there to be eaten, for just one night. And luckily without the evil witch.
Tate & Lyle Sugars came up with a very imaginative advertising campaign to promote their eight new Fairtrade sugars.
Imagine eight guest rooms, each representing a different region in the world, and each full of goodies for your tasting pleasure. Sponge cushions, a bath filled with caramel-coated popcorn, fudge windowsills, and even a rug made entirely of 1,081 meringues and 20 kilos of marshmallows.
The "Tasting House" took 14 cake makers around 2,000 hours to bake, 900 hours to decorate, and used, in total, more than 600 kilos of sugar.
 Tasting House  in Soho  London by Tate & Lyle Sugars - Meringue rug
"Tasting House" in Soho, London by Tate & Lyle Sugars - Meringue rug
Video screen capture
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Even the flowers and books on bedside tables were edible.
Unfortunately for those with a sweet tooth, the event was a one-night stand, with lucky people staying the night in the rooms, which displayed over 100 pieces of edible art.
The event was run by "Miss Cakehead", assisted by 14 cake artists including Cake for Breakfast and The Meringue girls.
Each room had a different theme, using a different sugar, as follows:
The Golden Syrup sugar room featured a huge, two meter long golden syrup lion, a gigantic tower of donuts, along with patriotic treacle tarts shaped like the British Isles.
The Pirates of the Caribbean room had a giant treasure chest, filled with ginger-spiced doubloons, edible pearls and cutlasses, along with rum and raisin chocolate brownies and tea cakes.
 Tasting House  in Soho  London by Tate & Lyle Sugars - Pirates of the Caribbean Room
"Tasting House" in Soho, London by Tate & Lyle Sugars - Pirates of the Caribbean Room
Video screen capture
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Then there was the Mediterranean room, with that famous caramel popcorn bathtub, edible furnishings and the wonderful meringue rug. The room also featured 10 meters of edible pearlescent bunting.
A Mississippi-inspired "Mardi Gras" room featured a giant, five-foot-long king cake, as well as plenty of Mississippi mud pies.
The Mayan-inspired room, hidden away down in the cellar of the house, featured a Mayan fudge temple.
For those in a Caribbean mode, the Barbados-inspired library offered beautifully hand-painted cookies, florentines and fruit cakes, all displayed in vintage glass jars, along edible sea shells. The contents of this room were inspired by the Dark Muscovado sugar.
Last, but definitely not least, was the Guyanese-inspired room which had a giant, two-meter-long sea turtle cake, along with its own "turtle eggs" all made from chocolate cake and cheesecake, which had been baked inside duck eggs and buried in mounds of Demerara sugar.
 Tasting House  in Soho  London by Tate & Lyle Sugars - Guyanese-inspired room.
"Tasting House" in Soho, London by Tate & Lyle Sugars - Guyanese-inspired room.
Video screen capture
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Whether this whole caboodle inspired the biggest sugar rush of all time, or just simply added to the dangers of diabetes, remains to be seen.
Whatever the case, James Whiteley, Senior Brand Manager for Tate & Lyle Sugars, told the Daily Mail: "We think the cake hotel perfectly captures the excitement, inspiration and expertise behind the creation of our new range of golden and brown cane sugars."
"We hope that through the cake hotel we can showcase the versatility of golden and brown cane sugars and inspire people to get creative in the kitchen."
The Daily Mail has a range of photos of the beautifully crafted sugar treats along with a video showing some of the work that went into creating them, on their website.
 Tasting House  in Soho  London by Tate & Lyle Sugars
"Tasting House" in Soho, London by Tate & Lyle Sugars
Video screen capture
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article:346358:13::0
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