CASE STUDY: Hershey’s Times Square
Objective
To infuse the warmth and nostalgia of the Hershey brand into the Times Square attitude creating an immersive retail experience.
Result
The authentic character of the interior and interactive focal features create a chocolate experience representing the brand’s unique legacy.
Design Elements
- The 215-foot tall, 60-foot wide store façade is the largest permanent fixture ever constructed in Times Square becoming a fully interactive messaging vehicle
- Inside, the bright, clean white “candy factory” becomes the backdrop to the spectrum of Hershey’s brand packaging, nostalgic advertising art and focal feature elements
- Twenty-foot high revolving panels combine to display the variety of brands from “The Great American Chocolate Company”
- The Hershey’s Kisses overscaled spiraling plume lends high energy to the space as it rises to the ceiling from the array of sweets and collectibles below
- In a celebration of the brand, the Reese’s Peanut Butter Cups and collectibles zone is electrified with orange lights and pulsing changing colors
- The Wall of Brands merchandising system displays the Company’s key brands in a high-spirited graphic presentation in a series of varied sized cubes, taking on each product’s color and key graphic attributes
