Urban dwellers perceive the retail of cheese as impersonal. They seek intimate and curated ways to experience cheese. Cheese Don’t Tell focuses on the eternal sensory ritual and pleasure cheese provides. Through cheese confessions, we uncover personal relationships with cheese in order to take visitors on an intimate, witty and supremely cheesy journey. Our pop-up incites people to confess to their deepest secrets regarding cheese retail and consumption, to be awarded a penitence to that is customized to them. Unlike generic grocery stores and overwhelming cheese shops, our offering provides a sensory, intimate, and experimental experience that facilitates indulging in the guilty pleasures of life.