Objectives

Krispy Kreme was ready to launch their brand on the biggest stage, by placing their best brand experience in Times Square. New York City, a home to cultures across the world, introduces Krispy Kreme to new markets every day, including the biggest market of all—the city itself.

Leaving a lasting impression was a major priority and the goal was to create a one-of-a-kind experience that serves as a prototype for the future and to stretch what was possible for the Krispy Kreme store presence. This flagship not only needs to satisfy tourists, but also needed to appeal to locals who live fast 24/7.

While the environment is fun and full of energy, the design needed efficiency to keep tourists engaged, but stay on pace with the NYC lifestyle. Wide awake in the city that never sleeps, this Krispy Kreme needed to have an always open option for those late nights. It was imperative the experience be cohesive, efficient, and enjoyable every hour of the day and night.
 

How were the objectives met?

The overall space is inspired by a doughnut factory, building on the heritage of the brand story, but fit for Times Square. Bigger than ever before, this Krispy Kreme is home to the world’s largest Hot Now sign. Located on top of the building, this sign acts as a brand ambassador, capturing the iconic essence of the company and lending it’s show stopping power to doughnut enthusiasts everywhere.

Customer journeys are planned to allow guests to fully immerse themselves into the brand; from a Krispy Kreme hat dispenser, to a doughnut theatre viewing experience with the famous glaze waterfall. Dine-in guests can relax inside a larger-than-life doughnut box (capacity for 2 dozen guests) and enjoy their treats all at once.

To satisfy the pace of NYC customers, multiple ordering methods were integrated. Patrons can easily order in-store, via the new walk up window, or simply plan ahead via mobile device.

Digital touchpoints and experiences blend from the exterior to the interior with key components to highlight the brand, product assortment, and doughnut making theatre.

Branded, flexible fixtures were designed and developed to display the expanded retail assortment, including exclusive NYC merchandise.

Satisfying high demand, visibility to the doughnut making experience was elevated, and showcases the activity of constant creation. A major focal point of the experience, guests can watch as doughnuts are made real time, at a record rate. At nearly 4,800 doughnuts per hour, NYC guests can depend on Krispy Kreme to have a healthy stock always ready.

Location: Columbus, Ohio, United States

Submitter: Chute Gerdeman

Yes