An entertaining doughnut theater and the world’s largest rotating hot light create an appetizing guest experience.

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The iconic doughnut chain, Krispy Kreme, has an almost cultlike status and a legion of fans in 32 countries around the world. The brand already had a high profile, but it has now pushed that reputation a notch higher with the opening of an experiential flagship store in New York’s famous Times Square.

The store boasts many spectacular digital elements, including the world’s largest rotating hot light, the largest glazed waterfall and LED conveyor ribbons. Add the sights and smells of the whole production line which guests can watch in the iconic “Doughnut Theater”, and visitors enjoy a truly immersive experience. In close collaboration with Bravo Media, Electrosonic designed, developed and installed the main audiovisual elements throughout the store to create the very best guest experience for Krispy Kreme’s devoted fans.


New York is ‘the city that never sleeps’, so it’s no surprise that locals can get their Krispy Kreme doughnuts 24 hours a day. And while they’re waiting to collect they can watch the whole tempting production process and enjoy an entertaining, immersive series of displays.

Outside is a 15-foot rotating hot light, a digital billboard and an LED conveyer ribbon displaying themed graphics. Inside are digital menu boards and digital columns with themed graphics, branded video walls, a Doughnut Theatre with 35 separate projection-mapped shows, digital tables with embedded displays and programmable lighting and audio that synchs to the Doughnut Theatre shows throughout the store.

Adding to the fun atmosphere is a massive glazed waterfall for customers to watch doughnuts running through, stadium style seating inside a giant Krispy Kreme box and New York themed merchandise.

Electrosonic was involved at an early stage working with Bravo Media as the technology lead to determine how to use the iconic brand elements and the available structures to create the Doughnut Theater.

This show is big and brassy and it aims to hit New York hard with its brand messaging. The hot light weighs in at 8000 pounds and incorporates lights normally found on airport runways. Unmissable is an understatement.


The client wanted to stay on brand in a low key way, but to entertain customers and make the store a happy place, but without making the technology visible. The overall aim was to create the very best guest experience but not to overwhelm people, which was a delicate balancing act.

The show had to whet people’s appetites for the product as they made their way through the store, but not to distract them too much so the theater shows had to be short but impactful.


Electrosonic worked closely with Krispy Kreme’s Senior Management Team and marketing group and the creative team at Bravo Media, providing blue sky technology concepts as well as detailed audiovisual design to bring the fun concept to life. We developed specialty projection mapping techniques to deliver the short but spectacular Doughnut Theater shows.


Krispy Kreme’s first global flagship shop showcases the brand in the most iconic city in the world, offering an immersive and interactive doughnut experience that keeps customers coming back 24 hours a day. Video, audio, projection mapping and the smell of doughnuts cooking create a truly multi-sensory experience. The show created such an attraction that it drew record numbers in its opening despite the impact of lockdown.

Project Details

Krispy Kreme
New York City
4,500 sq.ft
Blue Sky Technology Concepting
Technology Design Consulting
Control System Design
Detailed Engineering
Fabrication & System Design
Project Management & Installation
System Commissioning & Programming
Training & Service
We don’t brag, but this is a way for us to be on brand and just entertain and make it a happy place. It’s really just spectacular entertainment and it has brought lots of energy to the room.
Todd Hoffman
Digital Lead, Krispy Kreme

Photos courtesy of BRC Imagination Arts and Krispy Kreme Doughnut Corp.

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