First Look: Hershey’s Chocolate World, New York
Times Square has gotten a little sweeter.
The Hershey Company unwrapped a new, brand-immersive experience in Times Square. At 7,800 sq. ft., the store is nearly three times the size of Hershey’s original, nearly 15-year old Times Square location, which it replaces. The new site has a state-of-the-art, 91-ft. digital billboard that soars ten stories high.
The relocated Hershey’s offers an array of new experiences, including an in-store bakery offering freshly-made baked treats and beverages, and a display that allows customers to mix and match up to 12 of their favorite Hershey’s candies. They can also personalize the wrapper of the brand’s iconic chocolate bar
The store also features what it calls the “largest s’mores experience,” with made-to-order s’mores served from an on-site, authentic camper.
The goal of the Chocolate World experience is to celebrate Hershey’s heritage while emphasizing the brand’s ongoing focus on innovation, imagination, and originality, said Monica Gerhardt, senior VP and principal, FRCH, which served as the project’s design firm and architect of record.
“The store is a journey of discovery – a multi-sensorial experience that brings the sweetest place on earth to Times Square through sight, sound, taste, touch, and smell,” she added.
The interior of the space, which was built by Schimenti Construction, has faux wood beams, developed with a foam product with a wood-grain finish, to create the feel of an old Hershey’s manufacturing facility. Schimenti also worked with Hershey-specific brand icons such as Kisses and Reese’s logo floor tiles, automated dioramas, and the custom-built camper for the s’mores experience.
The New York location is one of five Hershey’s Chocolate World retail stores around the world, with locations in Hershey, Pennsylvania; Las Vegas; Niagara Falls; Dubai and Singapore.
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Kellogg Cafe returns—bigger than ever—to New York
Food giant Kellogg Co. has opened an immersive cereal cafe in Manhattan’s Union Square.
At 5,000 sq. ft., the new Kellogg NYC Cafe is five times bigger than Kellogg’s previous venue, in Times Square, which closed in August. In addition to off-the-menu items and cereal-themed beverages, the new location features a do-it-yourself cereal bar with more than 30 different ingredients, ranging from nuts and candied orange peel to matcha and espresso powder to seasonal fruits. The menu also features several items developed by designer, foodie and lifestyle expert Lauren Conrad.
The cafe is designed for lingering, with comfortable seating, free WiFi, big-screen TVS, and an open-concept kitchen experience. It also has an Instagram-friendly nook complete with lighting, props and angles where cereal lovers can snap their picture-perfect bowl of cereal.
“The first Kellogg’s NYC Café was just the tip of the iceberg in terms of creative possibilities,” said Anthony Rudolf of Co.create, which conceptualized the eatery. “This new space creates a hangout where guests can inspire and be inspired by how fun a bowl of cereal can be.”
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Sports performance giant plants flagship flag on Fifth Avenue
Asics America Corp. opened a flagship that, for the first time in the U.S., is home to both its brands: Asics and the lesser-known Asicstiger.
The store is designed to represent the brand’s heritage and its mantra and trademark, “sound mind, sound body,” as well as serve as a new platform to reach a wider variety of consumers. (Asics is the acronym for ‘Anima Sana In Corpore Sano’, meaning “A Sound Mind in a Sound Body” in Latin.) The mantra is consistently channeled through the store’s fully integrated sports environment.
The space balances the highly technical aspects of Asics’ products (a sound body) with natural, warm finishes, features and materials (a sound mind), creating an environment that immerses customers in a world where both are stimulated. The new global retail concept was designed by Brinkworth and is reflected across point of sale areas globally.
“Every design and material detail has been elevated and considered against Asics’ heritage and local context, bringing a distinct New York attitude to the space,” said Sam Derrick, director at Brinkworth.
Asics’ new global campaign, “I Move Me,” is brought to life in the space via a sensory experience of sight, sound and motion. In-store elements include an infinity mirror, LED light columns and campaign visuals, which are located throughout the space and prominently displayed in the large floor to ceiling windows for maximum exposure both on the interior and exterior.
In a first for the U.S., the new store brings together two distinct brands in the company’s portfolio, including its namesake performance athletic shoe and apparel line. It also houses the company’s Asicstiger lifestyle brand, which draws inspiration from the authentic Japanese heritage of the company. It takes a street-inspired approach to classic footwear and apparel silhouettes, influenced by art, music, fashion and Japanese culture.
Asics was created by Kihachiro Onitsuka in 1949, who began manufacturing basketball shoes in Kobe, Japan.