PREAMBLE & PHOTOS BY CHRIS TIESSEN
Sometimes a development project comes along so bold and ambitious that it promises to transform an entire community. In London’s Old East Village such an initiative is taking shape: the redevelopment of 100 Kellogg Lane. For over a century — from 1913 to 2014 — this million-square-foot factory produced up to twenty-seven different Kellogg’s cereals: from Frosted Flakes to Raisin Bran. Then, in 2016, London-based The Cribbage Group purchased the shuttered behemoth of a building and began the aspirational (and daunting) project of redeveloping the former factory into a world-class tourism destination — an urban playground.
Today 100 Kellogg Lane is home to a myriad of jaw-dropping attractions. High ropes and ziplines. State-of-the-art simulators and virtual reality experiences. Trampoline park and arcade. Innovative children’s museum. Tank-to-glass beer hall and craft distillery. A plethora of restaurants. And at the heart of this reinvention: Canada’s first Hard Rock Hotel — a bold anchor tenant that blends luxury, music, and heritage under one roof.
Imagined as one of the most unique commercial and entertainment hubs in the country, 100 Kellogg Lane now hums with the energy of innovation, art, and immersive experience.
This pioneering project is more than a redevelopment — it’s a re-invention. It’s where a city’s industrial past is reshaped into its cultural future.
In early May the TOQUE team traveled to the Forest City to experience as much of this astonishing project as we could pack into a weekday afternoon. We’ll certainly be back for a deeper dive. For now, here’s a peek.
Step inside.
11:12AM – We arrive at 100 Kellogg Lane in London’s Old East Village and head straight to the Hard Rock Hotel London Ontario — Canada’s first iteration of the iconic brand. The lobby stuns with its blend of haute couture elegance and rock ’n’ roll nostalgia. As we explore the hotel’s bars, lounges, and a range of suites, we’re struck by the thoughtful finishes, striking palettes, and legendary memorabilia throughout — including John Lennon’s marriage certificate to Yoko Ono. We even stumble upon a hidden speakeasy tucked away on one of the floors. The entire space is a seamless mix of whimsy, luxury, and panache.
12:21PM – After our tour, we settle in for lunch at Sessions, the hotel’s exquisitely finished restaurant. The dining room is a showstopper — forest greens, blonde woods, and retro diner flair — and the menu is just as bold, offering everything from ‘Cornflake Fried Chicken’ to ‘Cheeseburger Poutine’. We opt for the modern take on ‘Fish & Chips’, the ‘Smoked Meat Sandwich’, ‘Fried Mozzarella’, and ‘Perogies’, paired with a round of inventive cocktails. The experience is outstanding — especially the mozzarella, which reminds us of the fluffiest panzerottis.
1:48PM – We step out from the hotel into the heart of 100 Kellogg Lane to explore more of the attractions. Towering 75 feet overhead, The Factory’s indoor high ropes course — the largest in the world — features 88 challenging obstacles and four 145-foot zip lines. Even from the ground, it’s a spectacle: adventurers navigating suspended bridges and swinging elements high above the trampoline park.
2:34PM – On the second floor of 100 Kellogg Lane we come across The Club House, a stylish indoor lounge where luxury simulator suites let guests tee off on more than 30 world-renowned golf courses or test their skills in hockey, soccer, baseball, and more. Even for us spectators, it’s impressive — replete with plush seating, attentive service, and a menu full of comfort food and craft cocktails. Down a floor, we stop at The Beer Kitchen, a modern spin on a German beer hall. Here we sip pints of tank-to-glass beer served straight from the fermentation tanks — ultra-fresh and full of character.
4:22PM – Our next stop is the London Children’s Museum — housed in a bright, 36,000-square-foot space on the fourth floor of the re-invented cereal factory. Designed with input from kids themselves, the museum is a wonderland of immersive play — featuring a life-sized treehouse, a massive water feature, a dinosaur fossil dig, and a miniature town complete with grocer, restaurant, rescue HQ, and more. It’s a must-visit for families with young kids. We wrap up the day with visits to Paradigm Spirits, a boutique distillery transforming the site’s cereal-making legacy into award-winning spirits, and Powerhouse Brewing Co — a small-batch brewery that features fantastic brews and smoky BBQ in a relaxed taproom that pays tribute to the building’s industrial roots.
