HERSHEY’S chocolate world unwraps a sweet new Las Vegas candy land.

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The flagship store, which occupies two-story and covers 13,000 sq ft, provides guests with an experiential concept that immerses them in more than 800 candy and chocolate offerings, including brands they love: Hershey’s, Hershey’s Kisses, Reese’s, Ice Breakers, Jolly Rancher, Twizzlers.


The energy and boldness of the space plays well with the market’s demographic mix, particularly the adult Las Vegas guest, complementary to the luxury and sophistication that is increasingly part of the Vegas hotel, restaurant and club context. Located at the New York-New York Hotel & Casino, Hershey’s Chocolate World becomes a focal point of New York-New York. The façade features an 18 feet diameter illuminated Reese’s Peanut Butter Cup. Visitors will also be greeted by a 60 foot wide and 24 feet tall high resolution digital monitor marquee.


The array of LED illuminated 15 feet tall Kisses dynamically “suspended” above the consumer visually punctuates the architecture of the storefront, and connects the key elements of the façade, including the super-overscaled six-story high Hershey Bar.The store has a series of multiple access points to the Las Vegas Boulevard strip, including the key entrance through a gigantic Hershey Milk Chocolate Bar, plus two additional casino interior entrances. The interior features a series of freeform curves in the terrazzo floor.


These elements lead and direct the guests throughout the store, inspired by chocolate itself in its flowing undulating sensibility. There are a variety of iconic fixture elements that draw their inspiration from the products in the Hershey’s brand portfolio, ranging from the oversized Hershey’s Kisses-shaped merchandise fixtures, to the Reese’s feature displays and walk through elements; leveraging the highly identifiable and proprietary colors and materials unique to each of the brands.

Among them: Hershey’s Kisses Chocolates Flavors Wall where guests can select a personalized mix of their favorite Hershey’s Kisses Chocolates; Hershey’s Chocolate Photo Bar Wrapper where visitors can pose for a photo and have it printed on the wrapper of a Hershey’s Milk Chocolate Bar, featuring the Las Vegas skyline and a short and sweet personalized message.

Their photo is then featured on the giant exterior digital wall for additional photo opportunities on the Las Vegas strip; Reese’s Peanut Butter Cups Play the Perfect Part allowing guests to select their favorite Reese’s products and star in their own Reese’s TV ad that can be shared through social media; Hershey’s Sweet Shop where shoppers can select from a wide selection of branded fudge, s’mores, giant cupcakes, brownies, chocolate dipped strawberries; Jolly Rancher’s Candy Flavor Wall where guest can step into 300 sq ft of bright colors and fruit flavors and select their personalized flavor mix; Chocolate Sculptures include the 11 foot tall, 800 pound replica of the Statue of Liberty carved from Hershey’s Milk Chocolate, and another created from 1,800 Hershey’s Milk Chocolate Bars built together to become the Empire State Building; each providing great photo ops as well as mouthwatering “chocolate envy”. Special Colors/Materials, bold and dramatic lighting accents these focal elements, including materials.


Design/Architecture JGA
JGA Design Team  Ken Nisch – Project Principal, Gordon Eason – Creative Director,
George Vojnovski – Project Manager
Photos courtesy Laszlo Regos Photography

by AN shopfitting magazine ©