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Nutella Mania Takes Over Napa with a Pop-Up Called Hotella Nutella

Fans of the chocolate hazelnut spread have the chance to live out their branded, Instagrammable dreams

That’s quite a bedroom

A pop-up hotel called the Hotella Nutella will open in Napa for three days this January, putting guests up in rooms emblazoned with the logo of the hazelnut spread. To vie for a slot, Nutella superfans basically have to pledge allegiance to the brand through a video submission that demonstrates “how Nutella makes their mornings special.” Contenders will be evaluated on their “creativity, passion for Nutella, and connection to breakfast.”

More and more marketing efforts like the Hotella Nutella have been announced in recent years — for example, the Taco Bell’s Palm Springs hotel pop-up, which (according to AdAge’s Jessica Wohl, was populated mainly by members of the media and “influencers”). The Hotella Nutella is a far more modest affair, as to stay in it one must win the aforementioned contest, which also covers transit to the unspecified Napa spot. (It’s unclear whether the Italian hazelnut spread company will be taking over an existing hotel or repurposing some other local facility.)

In addition to some highly Instagrammable time inside Nutella-branded lodgings, the winning breakfast-connected individuals will get to dive into a couple of spread-focused spreads. There’s an exhibition from Dancakes, a “viral pancake artist team,” and meals from celebrity chefs including frequent Chopped judge Geoffrey Zakarian and the Bay Area’s own Tanya Holland, whose Brown Sugar Kitchen opened its flagship location in Oakland this year. Zakarian will serve a presumably Nutella-heavy “breakfast dinner” to guests one night, and Holland will present a soul food brunch for another meal.

Nutella isn’t typically a soul food standby, but Holland’s partnership with the brand is hardly the most surprising Bay Area chef collaboration in recent memory. That might go to Mister Jiu’s chef/owner Brandon Jew, who last week hosted a Quaker Oats breakfast at the restaurant to demonstrate “the versatility of oats.”

U.S. residents (aged 21 or older, please) who are capable of consuming loads of Nutella without suffering ill effects should submit their statement of Nutella passion by midnight of December 8.