Pretty stoked about visiting Pure Imagination at Great World City ever since having chanced upon it whilst scrolling on social media — the establishment is located right beside Softhaus (yet another concept by Janice Wong with an emphasis on ice-cream), whilst placing a focus on bean-to-bar chocolates that features chocolate made using from cacao berries from different sources of origin. While the outlet does look generally takeaway in nature, there are seats located behind the main counter area for dine-in; passers-by would instantly notice Pure Imagination serving up small cakes, pastries and light bites alongside some of their other products such as cookies and edible crayons available for retail. Less prominent will be their food service — the outlet features a kitchen for hot food behind the chocolatier operations, and the menu carries a range of waffles, brunch items and desserts (yes, including two plated desserts brought over from 2am:dessert bar) to choose from.

The Bacon & Egg Cocoa Waffle is one of the items that probably set the alarm bells off for some; that sort of savoury-sweet combination which is probably controversial at best to the purists who just cannot see how chocolate can be served with something savoury — we ordered this item considering how Pure Imagination focuses itself over their bean-to-bar chocolates, and how it just falls right into that theme. At $18, this is one waffle that would fit about one hungry individual just about right — was pretty surprised how the waffle here does come full-on savoury; not quite the typical buttermilk waffle and while it isn’t quite that plush and dense waffle that some will prefer, this one more cakey and interestingly, did feature nibs of ham and chives within with a light savoury note. The waffle does match the crisp rashes of bacon very well; provided that contrast of savouriness to the waffle with a slight chew as well, while the sunny side-up came with that molten yolk that is all runny and seasoned with salt and pepper. Really appreciated how that chocolate sauce did carry a distinct tartness but comes with a rich texture and bittersweet note towards the end which I found to be especially luxurious and didn’t felt overly sweet nor “heaty”. As peculiar as it might sound, it does work as a good accompaniment especially to the bacon; the only item of which the cocoa element is being drenched on — almost similar to that of maple syrup on savoury waffle but way more luscious, dense and some may call “sinful”, though strangely still fitting.

While other Janice Wong’s other locations have been primarily more takeaway-based; usually focusing more on their Chocolate Bon Bons, I was actually pretty surprised how Pure Imagination actually has a dine-in area and even carries a full menu that includes mains, sides and desserts — an alternative location to 2am:dessert bar especially for those who are into the Yuzu Cheesecake and Chocolate H2O there (personally a must-have for me now that I have tried it here). Yes, I have previously lamented the fact on how Softhaus felt rather commercial — I am glad how to Pure Imagination has stuck closer to its roots here. Hoping that they would be able to further roll out more chocolate-centric products here that educates the public on bean-to-bar chocolates, though it is a convenient location for a brunch hangout, or if one is looking for a more casual (though limited) 2am:dessert bar experience with some savoury dishes to have alongside.