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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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