On Friday 20 September, Chadstone welcomed a bespoke, pop-up Hello Kitty Cafe to celebrate the 50th anniversary of Sanrio’s much loved character. Fans, foodies and pop culture enthusiasts joined Chadstone in celebrating the milestone event which included an installation by prominent street artist Sofles.
A sea of red and pink, the all-day diner provides a feast for all senses and endless photo opportunities. Presented in collaboration with Australian food retail icon Susie Wong, the Hello Kitty Cafe located within The Social Quarter at Chadstone, opened to great fanfare with a menu inspired by Hello Kitty’s favourite foods.
Mardi Ashkine – Head of Marketing, Chadstone said: “We are very excited to be celebrating the 50th anniversary of Hello Kitty at Chadstone. As a global pop-culture icon, Hello Kitty has broad appeal and there will be a variety of experiences for all ages. From a fully immersive Hello Kitty Café to a 9m inflatable installation created by Australian graffiti artist Sofles to High Tea at Hotel Chadstone, every moment will be memorable. Plus there is a limited edition range of exclusive Hello Kitty Chadstone merchandise to mark the occasion. Whether you’re a fan or a foodie, Hello Kitty is a must-do Melbourne experience.”
The 60-seat cafe accommodates walk-ins and offers a grab-and-go counter for takeaway Hello Kitty themed snacks and drinks. A pop-up shop within the Cafe presents a new range of limited-edition Hello Kitty and Sofles collaboration products ranging from t-shirts and hoodies, totes and caps, to keyrings and drink bottles.
Coinciding with the Cafe’s opening, renowned Australian graffiti Artist, Russell Fenn, known by his alias Sofles, unveiled a large-scale multidimensional artistic installation inspired by Hello Kitty.
Sofles says he was humbled by the creative opportunity, his largest single work to date at 9 metres tall: “The concept merges my underground art with Hello Kitty. I did this one for my kids, to show them that you can dream big.”
“With so much negativity in the world right now, this is my way of lifting people up. I love that Sanrio let me express myself fully. This is my true take on one of the most iconic characters of our generation. Sometimes, you have to break the rules to make your voice heard,” said Sofles.
The Hello Kitty festivities at Chadstone will underpin the popular school holidays program, with a dedicated kids precinct; Hello Kitty Main Street will treat the cute character’s youngest fans to activities including designing their own Hello Kitty tote bags and keychains, craft, and even a silent disco. The program will run from Saturday 21 September to Sunday 6 October, with tickets available to purchase for $5 per child.
