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.
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.