Commercial Integrator July 2021 - 33

2021 INTEGRATION AWARDS Retail
ELECTROSONIC:
KRISPY KREME
TIMES SQUARE
2014 CI Integrator of the
Year Electrosonic helps
iconic brand make a big
impression in Times Square
with doughnut theater.
By D. Craig MacCormack
THE KRISPY KREME BRAND already had
a high profile with fans in 32 countries,
but the opening of an experiential flagship
store in New York's Times Square has taken
its reputation even higher.
The Times Square store is described as a
doughnut theater and includes the world's
largest rotating hot light, the largest glazed
waterfall and LED conveyor ribbons.
Electrosonic, in partnership with Krispy
Kreme's branding, marketing, and project
management team, designed and developed
the concept before Electrosonic and
the media content designers, Bravo Media,
installed the main audiovisual elements
inside and outside the store.
Outside, in keeping with the Times Square
ethos, there's a giant wraparound corner LED
on the facade and a 15-feet rotating HOT
NOW display on the roof that incorporates
lights normally found on airport runways.
Equipment Highlights
BrightSign media players Chief
mounts Christie projectors
Extron control system InfiLED
displays Middle Atlantic racks
Samsung display
The team was aware that the entertainment should not distract from the product, so the
doughnut theatre show only plays every 12 minutes.
These are strong branding statements
that attract people and help generate foot
traffic. To complement the wraparound LED
display, Electrosonic designed and installed
an LED digital conveyor belt along the
building façade to help welcome visitors to
this dynamic branding experience.
Once inside, visitors experience what
Krispy Kreme calls the 'razzle dazzle' that
gives the store a real sense of energy.
Stacked video walls for branding and promotion,
digital menu displays, interactive
tables and a scheduled projection-mapping
show called the 'Doughnut Theatre' create
a sense of expectation that's heightened
by the sensory experience of watching the
whole tempting production process.
The show is engaging for customers and
motivates the staff too because they can interact
with the digital elements to heighten
commercialintegrator.com
the experience even further.
To maximize the impact of the rooftop
HOT NOW display, the unit rotates slowly
and incorporates lights used on airport runways,
so that the display is visible for long
distances and stands out from the crowd.
Projection mapping plays a key role in creating
special effects in the main retail area.
Mapping onto individual wall tiles within the
theatre space creates a unique visual effect
that enhances the overall guest experience.
The digital menu boards overcame
technical challenges to create a solution
that featured three layers of imagery and
scrolling animations.
" This is a way for us to be on brand and just
entertain and make it a happy place, " said
Krispy Kreme digital lead Todd Hoffmann.
" It's really just spectacular entertainment and
it has brought lots of energy to the room. "
JULY 2021 Commercial Integrator 33
COURTESY OF KRISPY KREME DOUGHNUT CORP.
http://www.commercialintegrator.com
Commercial Integrator July 2021

Table of Contents for the Digital Edition of Commercial Integrator July 2021
