Tony’s Homebase
The Dutch company Tony’s Chocolonely has outgrown its original premises due to international expansion. In the spring of 2023, the first headquarters in the Westergasfabriek in Amsterdam was exchanged for a modern office building in the Houthavens district of the city. Sandenburg Experiences (formerly Sandenburg-DST) developed the concept for both office locations, from idea to realization.
From startup to global player
Our agency has been closely involved in the journey and growth of the remarkable chocolate producer from startup to a global player over the past 12 years. In 2012, there were only 4 employees; by the end of 2013, there were 18. Nowadays, hundreds of people work in service of the mission from the Netherlands and around the world. The impact organization is driven by the four core values of being distinctive, critical, entrepreneurial, and joyous.
The very first headquarters at the historic Westergas site was a turning point, with Sandenburg Experiences (formerly Sandenburg-DST) closely involved. The team had the opportunity to truly bring the brand to life. In ‘Tony’s Homebase’ at the Westergas, the iconic unevenly divided bars were created, and the first bean-to-bar bars were presented in 2013. Thanks to growing brand awareness and broad distribution, more and more Tony’s fans flocked to learn more about the mission of the popular chocolate brand.
Chocolab
In 2016, Sandenburg Experiences (formerly Sandenburg-DST) was asked to expand the office with a shop where all flavors of Tony’s chocolate could be tasted and purchased. The reason for developing the very first store was obvious: the office on Polonceaukade in Amsterdam was a sweet gathering place for passersby. Hence, a ‘home store’. Everyone was welcome daily in the shop to admire the ‘mega-super-choco-vending machine’ filled with chocolate bars, have a cup of coffee, buy merchandise, and see live how new flavors were tested in the Chocolab.
“The main challenge was translating Tony’s unique culture into the new workplace, so that our way of working can flourish. And so that Team Tony’s continues to work every day towards achieving the mission of making all chocolate worldwide 100% slave-free.”
– Camille Boulet, Culture & Experience Champion Tony’s Chocolonely
Home base
A home base in the Houthavens of Amsterdam where you come together, to brainstorm, have fun, or share knowledge with whoever wants to. This all based on Tony’s strong cultural values: open, outspoken, creative, positive, and boundary-pushing. Together with workplace specialist Leidmotiv, Sandenburg Experiences (formerly Sandenburg-DST) translated the company’s unique signature into a 100% Tony’s employee experience across two floors.
There is a chocolate vending machine at the reception, and the familiar Chocolab also has a place in the new office. The iconic red staircase and next to the entrance is the chocolate paradise for employees and visitors: Tony’s Vault. In this vault, hundreds of unevenly divided bars in all flavors and colored wrappers are stacked.
