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Sweet success as Story helps bring cronut fad to London

Agency stages press launch and breakfast tasting for opening of Dominique Ansel Bakery in London Eye

Pictured: Story Events delivered a press launch to celebrate the opening of Dominique Ansel's first European bakery in London

Story Events helped bring the cronut craze to London, hosting a press launch on the London Eye to celebrate the opening of Dominique Ansel's first European bakery.

The agency invited journalists from culinary, fashion and lifestyle publications to the exclusive breakfast, which showcased a variety of pastries from the new London shop. The star of the show was the cronut, which Ansel invented in 2013; a croissant-doughnut hybrid that has become a world-wide fad and named one of the best inventions of the year by TIME magazine.

Guests were able to try the pastries in 30-minute rotations during the event on 4 October, in the capsule which was styled with soft bed linens, duvets, cushions and throws to create a relaxed atmosphere.

Story Events managing director Sarah Kay said: "Receiving such a quirky brief for a product launch was just up our street and especially exciting when this involved launching the brand to the UK market. The concept was to 'wake up with Cronuts' so transforming the London Eye pod into a bedroom with an indulgent twist was the perfect outcome."

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