Give me an option to have a doughnut for breakfast and I’ll be there!
This was my thought when a friend texted me the previous week that she was going to a Sweets Festival on Sunday and that whoever was willing, would be welcome to join. It took us 15 minutes to gather together a group of 8 people to accompany us at the festival.
I mentioned a Finnish chocolate manufacturer, Fazer, in my Valentine’s Day post last week. How great then that one of the company’s most successful brands, Geisha (also available in the UK), was the main organizer for the Sweets Festival here, in the capital of Estonia. Such great timing and such a great concept.
What else would you need on a cold February Sunday than a candy brunch to kick off the day? And when I woke up on Sunday to complete darkness (it was raining heavily and the clouds were so black that it was difficult to discern day from night) the only thing that could’ve gotten me up from bed was some serious sweetness awaiting.
Magusafestival was arranged for the first time ever and the timing was, of course, carefully thought out; just in time for Valentine’s Day. This first year the festival concentrated on local products and producers (with some additions from Finland) and they had amazing treats on offer varying from doughnuts and cupcakes to vegan treats and gelato.
Tallinn has probably one of the most interesting and intriguing venues for festivals to be arranged in. Kultuurikatel (literally translates to Culture Kettle) is Tallinn’s former central electricity plant turned into coolest community center ever. In 2017 it was chosen the best tourist attraction in the city, and I can see why.
Like many industrial buildings in Tallinn, Kultuurikatel has been preserved in its original form in most parts. The moody stone hallways, really high stone halls with ladders and bridges snaking along the high walls have all been left to their original state.
I found the contrast between the pink balloons floating everywhere and the sweet, sweet offerings against the super-daunting and dark interior formations in the building really inspiring. I’m not one for overly romantic scenes and if someone would pull out a guitar on a date, I would run for miles, so toning down all the pinkness was just right, in my opinion.
Since this was the first time this festival was arranged there were obviously some flaws that I’m sure will be taken care of in the following Magusafestivals. One thing that I found particularly weird was that the main organizer, Geisha, was only visible at the very back corner of the enormous building, beside the stage.
As organizer I would’ve expected them to be much more visible all around the building, not just on the pink balloons. And those, who really looked forwards to tasting the Geisha chocolate were in for a sour disappointment:
The only way to get your hands on a Geisha bar was to sit on a decorated chair, pose for photographs, then upload the photo onto Facebook and Instagram and tag the photo with Geisha. First of all the queue didn’t appeal to us, secondly none of us wanted to pose in front of the crowd, and thirdly it’s just chocolate. I’d rather go and buy myself a bar than go to all that trouble.
Overall the event was well organized, there was loads of space and a great variety of companies and products on display, including my favourite mini-pancake truck! Many were worried that it might be difficult to find something for those suffering from food allergies but oh no, everything was taken into account, for example, with a big selection of vegan treats.
After all that sweetness it was great to descend to the new week in anticipation of Valentine’s Day. So, with all my love,
HAPPY VALENTINE’S DAY EVERYONE ! ♥