For SugarFactory, the Easter weekend was all about her first public event. The online food magazine Culy went 'offline' for the first time and organized the first edition of the two-day Culy Food Festival, which focused on eating, drinking, and playing. It was a weekend full of firsts for both Culy and SugarCity.
Culy is the online food inspiration website of the moment, and the festival had to reflect the feeling of Culy.nl, but offline. The collaboration between Culy and the Food Line-up was therefore no surprise. As a specialist in devising and implementing new concepts, the transition to an offline experience of Culy.nl was easy to make. After months of preparation, the factory was converted into a culinary paradise, with both modern and retro decor, where scaffolding wood predominated.
SugarCity is the perfect venue for the Culy Food Festival. Monique van Loon, founder of Culy, explains: "For the festival, we were looking for a location that was easily accessible by train and car—which is impossible in Amsterdam. We were also looking for a location that was raw and rugged, so no fancy 'exhibition center'. We quickly settled on the former SugarCity factory buildings: they exude so much history and are so cool. The festival itself is also a bit rough, without too much embellishment. It would therefore be strange to choose a polished location. SugarCity offers so much coolness, which also fits in very well with the Food Line-up."
For many visitors, the Culy Food Festival was also their first introduction to SugarCity as an event location. According to Culy, many visitors were happy to finally be able to step inside the factory, a place they previously only knew from passing by in a car or train.
After two sold-out days and around 5,000 visitors, SugarCity can look back on a successful first public event and is already looking forward to the second edition of the Culy Food Festival.
