The purpose of the project from the point of view of the city is the resuscitation of the space of Moscow Square, which is now only a traffic junction.

According to the concept, a glass tower is:
- the image maker of the corporation
- entertainment point for visitors
- interactive element that involve visitors and pedestrians into the process of chocolate production
- theater, where the mechanism is the show
- theater of shadows (on translucent shell structures, visible from the Moscow square)
- attractor and landmark for locals
- showcase of chocolate

Visitors climb up by elevator, then go down the ramp, watching the transformation of the chocolate mass into a candy box, which they receive at the end of the "journey".

Smart-glass is used for facades.