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The Hershey Company moves into new 7,800-sf flagship retail location in Time Square

FRCH Design Worldwide designed the space.

March 12, 2018 |
Hershey Chocolate World in Times Square

Courtesy FRCH

The new 7,800-sf location for Hershey’s Chocolate World in Times Square is three times larger than its previous Times Square location. The store is located beneath a 42-story hotel that is currently being constructed.

The FRCH-designed space mixes interactive elements with design nods to the company’s three core brands, Hershey’s, Kisses, and Reese’s. An area specifically for the Kisses chocolate brand includes Kiss-shaped fixtures, a mirrored-acrylic Kisses chandelier, and customized Kiss vending machines. Hershey’s and Reese’s colors, shapes, and logos are also included throughout the store.


The hershey Kitchen in the new Times Square locationCourtesy FRCH.


Other features include a virtual media wall that can be altered to set the tone for the store depending on the time of day and traffic, interactive merchandising, a Hershey’s Kitchens bakery, and The Amazing Candy Machine that allows guests to mix and match up to 12 Hershey products. A made-to-order s’mores bar, created to look like an old-school camper trailer, was created with a full commercial kitchen.

Schimenti Construction was the general contractor for the project.


The made-to-order s'mores barCourtesy FRCH.


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