Tony's Chocolonely and Cj Hendry opened Valentony's Shop at 131 Greene Street from February 6 through February 8, 2026. The three-day SoHo pop-up saturated its shelves, curtains, counter, and floor in red, using a wall of $1 mystery bags to connect Hendry's immersive visual language with the chocolate company's campaign against inequality in the cocoa industry.
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Instagram: Inside Valentony's Shop
Photo Gallery: Valentony's Shop in SoHo
What to Know
Every Bag Cost One Dollar
Each red mystery bag contained at least one Tony's Chocolonely bar, with additional contents varying from bag to bag. The low price made the public transaction part of the installation rather than a conventional premium retail release.
Unequal Contents Carried Meaning
The bags looked alike but did not contain equal amounts of chocolate. Tony's used that difference to illustrate how value and profit are unevenly distributed through the cocoa supply chain, where many farmers earn extremely low incomes despite the industry's scale.
Hendry Built a Red World
Repeated shelves, curtains, packaging, carpet, and lighting turned the storefront into a single-color environment. A heart-shaped opening and Valentine's timing introduced a seasonal frame without separating the visual experience from the collaboration's labor message.
The Shop Lasted Three Days
Valentony's Shop operated from 11 a.m. to 5 p.m. on February 6, 7, and 8. Its brief run followed Hendry's established approach to temporary, high-participation installations that use everyday goods as both subject and public object.
The Collaboration Remains Documented
Cj Hendry's studio preserved the project as a February 2026 New York concept created with Tony's Chocolonely. The official project gallery documents the installation after the temporary storefront closed.