Customization in Hershey store captivates customers
Combining the brand’s wholesomeness, authenticity, and heritage with the city’s energy and excitement, the store immerses guests in an updated version of the original factory. Technology highlighting the company’s character includes exterior and interior digital screens. Each brand personality comes alive via fun, whimsical animations with a consistent look and feel. Video assets are shown in collateral materials, interior graphics, cups, etc. At the entrance, a dimensional logo sign with color-changing bulbs “floats” in front of a digital wall of changing graphic patterns. A large diorama of NYC icons reinvented with HERSHEY brand icons features moving cars, illuminated buildings, and even a miniature King Kong atop the Empire State Building. Colorful, illuminated, and stylized letters sit atop large Hershey Chocolate bars made from machined aluminum, acrylic letters, internal lighting, and custom powdercoated finishes.
Inside the store, the wood look of the original Hershey factory is referenced by flooring of various sized wood-look porcelain tiles and faux-wood ceiling beams made of foam. White bricks and wood elements reference the company’s industrial past while establishing a modern, clean backdrop for core brands. Old advertisements reworked and hand-painted on the brick reinforce heritage.
Upon entering, guests are immediately engaged with their favorite brands and offered unique customized products only available at Hershey Chocolate World. The center of the store is flexible to draw attention to product demos. The Amazing Candy Machine, a wall of dispensing machines, lets customers mix and match beloved products. Sweet Personalization is for those who want to capture memories through personalized candy packaging and photo opps.
The chocolate treats are introduced with a bright, fresh, multisensorial experience. The store features scent technology, open kitchens, and open prep areas to allow guests to see snacks finished with real Hershey chocolate.
Hershey’s Kitchen features two commercial kitchens that serve an assortment of exclusive treats. A custom camper parked in a modern interpretation of a New York City park offers guests the S’mores experience. A second counter/kitchen features brownies, drinks, cookies, etc. in an updated counter with open food cases, exposed prep areas, and a custom drink counter.