Chute Gerdeman is proud to announce its Krispy Kreme Times Square Flagship earned a spot on Retail Design Institute’s Class of 2020 list in its 50th annual design competition. The Institute’s “Class of 2020” projects serve as the “best of the best” stores opened in 2020 and represent design achievement in categories ranging from pop-up stores to fine dining. This year’s competition attracted submissions from 62 retail teams around the globe.
A Store for the Senses
Working with Krispy Kreme we designed a one-of-a-kind New York flagship to bring the iconic doughnut theater experience to life in the heart of Times Square—4,500 sq ft of doughnut bliss. Highlighting the end-to-end doughnut-making process, the space gives customers a glimpse into how the tasty treats come to be, complete with mouthwatering glaze waterfall.
The world’s largest Hot Light signals the Times Square masses, 24 hours a day, that hot and fresh doughnuts await. Patrons can enjoy that first melt-in-your-mouth bite of a warm Krispy Kreme Original Glazed Doughnut from the doughnut box stadium-style seating or take doughnuts to go via the 24/7 mobile pickup window at street level.
“With all the theatrical elements of the space, it’s easy to glaze over the pure effort that went into planning and choreographing the customer journey. At the end of the day, this was a store prepared to serve almost 400 dozen donuts every hour, which meant efficiencies factored alongside immersive touchpoints. It’s just really spectacular to see how it all came together. ” – Jeff Wietrzykowski, Creative Director, Chute Gerdeman
“To delight New Yorkers and tourists alike, the space had to live up to the expectations of a beloved brand and a beloved city, and it did!” – Steve Boreman, Creative Director, Chute Gerdeman
Our whole team is incredibly honored by this award, and to receive recognition for a store that opened during such a challenging year, makes it all that more rewarding. It wouldn’t have been possible without an inspirational client, Krispy Kreme, and a team of partners, including Stys Hospitality Initiative, Gruskin Group, Schimenti Construction, Arsenal New York, Electrosonic, 37Volts, D|Fab, and Anchor Sign.
For a complete listing of the Retail Design Institute’s Class of 2020, visit: retaildesigninstitute.org.