When Hershey’s Chocolate World began dreaming up a refreshed S’mores destination inside their Times Square flagship, the goal wasn’t simply to update a corner of the store — it was to rekindle the sense of delight that makes their brand so iconic. They envisioned a warm, whimsical nook that invited guests to linger, supported staff workflow, and gave each S’mores creation a stage worthy of Hershey’s storytelling.
Working hand in hand with Axis Global Creative Group, we helped transform a beloved but time-worn area into a polished, durable, immersive environment that now pulls guests in, flows more intuitively, and celebrates Hershey’s personality at every turn. Axis guided the creative direction; our BluEdge fabrication and technical design teams engineered the details that would make the vision real — reinforcing the brand while ensuring the space could withstand the demands of one of the busiest retail destinations in the world.
Before the renovation, the S’mores zone had several charming features: a column, a camper façade, a pickup window, and a graphic back wall. But years of heavy foot traffic and constant guest interaction had worn away some of the magic. The energy was there — it just needed to shine again.
By rebuilding and refinishing key elements instead of replacing them entirely, we helped Hershey’s refresh the environment without interrupting operations. The result is a renewed destination that feels brand-new but is grounded in the familiar charm visitors already loved.
How Hershey’s benefited from the very start:
A refreshed, more engaging environment that draws more guests and encourages linger time
Smart use of existing structures to reduce cost and expedite turnaround
Upgraded materials that stand up to high-volume daily use
A visually cohesive space that elevates the perceived value of the S’mores menu
The original column showed its age — worn finishes, exposed lighting, and touchpoints that guests leaned on often. By engineering a custom millwork wrap, introducing new framing, and integrating vibrant graphics, we transformed it into a polished focal point.
Client Benefits:
A safer and more durable surface built for heavy interaction
A refined look that strengthens brand consistency
An eye-catching visual anchor that lifts the entire zone
To modernize the area and create a photogenic backdrop, our team built a 2x4 substructure and installed custom slat-wall panels printed with a soft gradient. Multiple rounds of color sampling with Axis ensured the exact tone Hershey’s envisioned.
Client Benefits:
A contemporary backdrop that elevates S’mores presentations
A photo-ready surface that encourages organic social sharing
Durable panels that support future signage or merchandising
Designed as the visual heartbeat of the space, the illuminated S’mores sign blends acrylic, MDF, high-density foam, dimensional layers, and three types of LED lighting. Every detail — from glowing milkshake swirls to edge-lit brand cues — was engineered to capture attention and delight.
Client Benefits:
Increased visibility from across the store, pulling guests deeper inside
A built-in photo opportunity that boosts social engagement
Long-lasting, low-maintenance lighting for effortless upkeep
Subtle integration of Hershey’s product family to reinforce brand strength
Today, this sign is not only an attraction — it’s one of the most photographed elements in Chocolate World.
Axis Global sourced custom scalloped metal to refresh the camper, which we installed, followed by a clean vinyl wrap and a dimensional circular sign to complete the aesthetic.
Client Benefits:
A revitalized brand icon that feels fresh and contemporary
Stronger in-store visibility that naturally guides guest flow
Durable finishes designed for constant crowd interaction
To improve staff efficiency and guest pickup, we fabricated a shelving insert and stainless-edged frame that blended seamlessly with existing finishes.
Client Benefits:
Faster service and reduced congestion during high-volume periods
Easy-to-clean materials that support food safety
A polished, cohesive appearance that enhances the guest-facing counter
Although the project was initially scoped for six weeks, Hershey’s needed the renovated experience far sooner. The schedule compressed to roughly two weeks — all while the store remained open to thousands of daily visitors.
Our teams and Axis Global coordinated around Times Square logistics and Hershey’s operating hours, installing exclusively during overnight windows. Axis Global led the installation effort, completing multi-phase shifts from midnight to dawn to ensure guests never encountered downtime.
Client Benefits:
Zero interruption to sales or S’mores operations
An accelerated path from concept to completion
No interference with daily guest volume or staff workflow
The updated S’mores experience now stands as a permanent part of Hershey’s Chocolate World — and its impact is clear:
We’re grateful for the opportunity to collaborate with Axis Global Creative Group and help Hershey’s bring this delightful destination to life — one that looks as good as the S’mores taste.
Stop by Hershey’s Chocolate World in Times Square to see it for yourself. The transformation is as sweet as the treats it celebrates.