World 01
Chocolate Factory (AI Concept)
A living factory where chocolate is created in real time. Ride conveyor belts, discover hidden rooms, watch giant machines craft chocolate.
A concept experience developed by Brand Experience LabWhy immersive brand worlds matter
Advertising interrupts.
Experience invites.
When someone voluntarily spends time exploring a branded world, they build emotional connections instead of viewing ads. Immersive environments let brands communicate through experience rather than messaging.
1Discover
→2Explore
→3Play
→4Share
→5Remember
→6Become Loyal
01
Longer engagement
02
Emotional storytelling
03
Higher brand recall
04
Community formation
05
Increased loyalty
06
Organic social sharing
07
Deeper product discovery
08
Stronger lifetime value
Built By BEL
A concept experience by Brand Experience Lab.
BEL designs, builds, and deploys immersive worlds for the brands people love — from strategy and story through real-time 3D, AR, and measurement.
Let's talk
Technology
Built on the platform
of what's next.
Every layer is engineered to disappear into the moment — visitors feel the magic, never the mechanism.
01
Virtual Reality
Immersive headset-native experiences
02
Mixed Reality
Hershey World layered onto your space
03
Artificial Intelligence
Living NPCs and dynamic stories
04
Spatial Computing
Volumetric, presence-first design
05
Cloud Streaming
Photoreal worlds on any device
06
Digital Twins
Real factories mirrored virtually
07
Real-Time Multiplayer
Thousands together, in sync
08
Procedural Generation
Worlds that grow on their own
09
Live Events
Concerts, launches, broadcasts
010
Interactive Commerce
Shop inside the experience
Now boarding · Season 01
Step into the
World of Hershey
The world's first immersive chocolate metaverse — where unforgettable experiences, interactive adventures, shopping, entertainment, and community come together inside a magical virtual world.
12M+
Avatars created
180+
Worlds & events
∞
Reasons to return
Explore beautiful worlds
Shared Experiences
in the Metaverse.
World 02
Whimsical Candy Land
A vibrant theme park behind candy-striped gates — Ferris wheels, coasters, carousels and parades led by your favorite Hershey's characters.
World 03
The Chocolate Ride
A first-person dark-ride through cocoa caverns, mushroom groves and kaleidoscopic gear chambers. Strap in, lean back, taste the journey.
World 04
Caramel Canyon (AI Concept)
Massive rivers of caramel flow between enormous chocolate cliffs with zip lines, bridges and hidden caves to explore.
World 05
Chocolate World City
A stylized metropolis crowned by the iconic Hershey's tower — a social hub for shopping, hangouts, live events and downtown discovery.
World 06
Holiday Village
An area that transforms throughout the year — Halloween, Christmas, Valentine's, Easter and summer festivals.
Innovation Showcase
Innovation Concepts for the
Future of Hershey Experiences
A vision board for how Hershey extends beyond traditional marketing — blending physical spaces, immersive technology, AI, augmented reality and spatial computing into one continuous brand experience. A low-risk sandbox where retail ideas are proven digitally before they ever touch the sales floor.
AR Retail
Concept 01
Step Through the Candy Portal
A glowing chocolate portal at the entrance of the candy aisle. The phone becomes the bridge — lift it, and the aisle transforms into Hershey World with flowing chocolate rivers, floating Kisses, playful candy creatures and magical effects. The store and the digital world become one continuous moment.
- Animated portal opening into Hershey World
- Floating candy & magical particle FX
- Interactive chocolate characters
- Hidden digital collectibles
- Exclusive coupons & rewards
- Seasonal themed experiences
- Family-friendly photo moments
- Location-aware storytelling
- Gamified treasure hunts
- Seamless retail-to-digital handoff
AR · Retail Fixtures
Concept 02
AR Fixtures
Everyday retail fixtures transformed into living brand moments through augmented reality. Point a phone — or look through AR glasses — and the shelf comes alive with floating Hershey's products, animated characters and seasonal storytelling, all anchored precisely to the physical display. Every fixture becomes a sandbox — new merchandising ideas proven digitally before a single shelf is rebuilt.
- Live AR overlay on retail fixtures
- Animated chocolate & characters
- Triggered by phone or AR glasses
- Seasonal scene swaps
- Endcap & shelf variants
- Hidden digital collectibles
- Loyalty unlocks & coupons
- Remote content updates
Pepper's Ghost · Retail Hardware
Concept 03
Holographic Fixtures
An elegant in-store holographic display fixture using Pepper's Ghost illusion. Products float and assemble themselves, characters emerge from boxes, chocolate fountains pour through the display — and motion sensors let it all react to nearby shoppers. The technology disappears; only the wonder remains. Concepts can be staged and tested here before any physical build, turning the aisle into a proving ground for what comes next.
- Floating chocolate creations
- Interactive product demonstrations
- Animated storytelling
- New product reveals
- Holiday-themed installations
- AI-generated personalized greetings
- Touchless interaction
- Motion-triggered visual effects
- Endcap & shelf variants
- Remote content updates
- Footfall analytics
- Sync with mobile AR
AR Creation
Concept 04
Bring Hershey Anywhere
An augmented reality app that lets anyone drop Hershey into the real world. Place giant Kisses in city parks, fill living rooms with candy, build chocolate castles, decorate parties — every smartphone becomes a creative marketing tool.
- Giant Kisses in parks & plazas
- Living rooms filled with candy
- Build chocolate castles
- Decorate birthday parties
- Whimsical social content
- Design fantasy candylands
- Capture photos & videos
- Share creations online
- Community challenges
AI Layer
AI scene understanding lets products interact naturally with real-world surfaces, lighting and shadows.
AI Travel
Concept 05
America's Sweetest Road Trip
An AI travel companion that turns every road trip into a Hershey adventure. Each state unlocks chocolate-themed experiences inspired by its culture, landmarks and history — building a nationwide collection of memories along the way.
New York
- • Chocolate Broadway
- • Times Square AR adventures
Pennsylvania
- • Behind-the-scenes factory
- • Historic Hershey stories
California
- • Surfing chocolate bars
- • Golden Gate candy quest
Texas
- • Chocolate rodeos
- • Cowboy collectible candies
Florida
- • Beach treasure hunts
- • Tropical chocolate moments
Colorado
- • Mountain expeditions
- • Alpine candy quests
Every state unlocks
Exclusive digital collectiblesAI-generated storiesFamily challengesLocal triviaEducational contentHidden surprisesRegional recipesSeasonal eventsLocation-based ARVirtual souvenirs
Concept 06
The Connected Hershey Ecosystem
Every experience — grocery aisle, theme park, mobile app, smart packaging, AR moment, VR world, AI assistant — connects into a single living ecosystem. Each interaction strengthens the relationship between people and the brand.
Grocery Stores
Theme Parks
Mobile Apps
Smart Packaging
AR Experiences
Virtual Reality
AI Assistants
Digital Collectibles
Loyalty Rewards
Social Sharing
Educational
Live Events
Hershey
World
World
Grocery Stores
Theme Parks
Mobile Apps
Smart Packaging
AR Experiences
Virtual Reality
AI Assistants
Digital Collectibles
Loyalty Rewards
Social Sharing
Educational
Live Events
Whether in a store, at home, on a road trip, or inside virtual reality — every touchpoint strengthens the bond between consumers and Hershey's, building joy, discovery and lifelong loyalty. Designed to meet every person where they are, with sensory-friendly pathways woven into every experience.
Glasses-Free 3D · Retail Display
Concept 07
Glasses-Free 3D Display
Bring Hershey's to life with eye-catching, interactive 3D moments that reach beyond the screen — no headset, no glasses, no friction. Storefronts become showstoppers as chocolate rivers pour into the aisle and Kisses drift out toward shoppers. In-store engagement zones invite guests to explore products in a whole new dimension, while campaigns tell dynamic, dimensional brand stories that stop traffic and pull people in.
- Products leap off the screen — no glasses required
- Storefront-stopping holographic projections
- Immersive in-aisle engagement zones
- Dynamic 3D brand storytelling
- Seasonal Hershey's campaign swaps
- Attention-grabbing new product reveals
- Touchless motion-reactive visuals
- Plug-and-play retail placements
Live · Chocolate World
Concept 08
Live Commerce · In-Store & Studio
Hershey Live
Broadcast from the Source. Activated in the Aisle.
Hershey Live operates on two stages. The anchor broadcast streams live from Chocolate World's Bake Shoppe in Hershey, Pennsylvania — a real, working, Hershey-owned kitchen and the most iconic chocolate environment in the world. Seasonal recipes come to life on camera and broadcast directly to the phones of shoppers nationwide. For key retail moments — a Halloween weekend, a holiday season launch, a s'mores summer activation — the show comes to the store itself, turning a select grocery bakery counter into a live local studio. Both stages share the same AI layer: as each Hershey's ingredient appears on screen, computer vision identifies the product in real time and triggers shelf guidance synced to the viewer's nearest store. The technology disappears. The moment of inspiration and the moment of purchase happen in the same breath.
The Anchor Studio
Chocolate World, Hershey PA. Year-round programming. Expandable to Las Vegas and Times Square locations.
The Local Activation
Select retail partners. Seasonal and event-driven. Opt-in for retailers. No permanent operational commitment required.
- Live from Chocolate World, Hershey PA
- In-store activations at select retail partners
- Seasonal and holiday recipe programming
- Mobile-first, no app required
- AI ingredient recognition
- Real-time shelf and aisle guidance
- Synced to viewer's nearest store
- Shoppable ingredient lists
- On-demand replay after broadcast
- Chat and live Q&A during the bake
- Expandable to Las Vegas and Times Square
- Measurable path-to-purchase conversion
AI Layer
As each ingredient appears on screen, computer vision identifies the Hershey's product in real time and triggers a shelf location in the viewer's nearest store — pulling from retailer inventory data to surface the exact aisle, live, as the recipe unfolds.
A new kind of brand experience
Not a game.
A living destination.
Hershey World is an entire digital destination where chocolate becomes a place — one that visitors return to because it never stops evolving. Designed to welcome everyone, with calm, sensory-friendly modes that meet each guest where they are.
Meet friends
Explore magical worlds
Attend live events
Play games
Discover products
Collect virtual items
Learn how chocolate is made
Seasonal celebrations
Join scavenger hunts
Watch concerts
Branded storytelling
Always evolving
The Future of Chocolate
Begins Here.
Hershey World transforms a beloved brand into a living destination where imagination, technology, and community create unforgettable experiences people choose to revisit again and again.