Krispy Kreme is planning to open a flagship store in Times Square early next year that will allow visitors to watch doughnuts being prepared.
The 4,500-square-foot shop will have a "glaze waterfall" that will be used to finish off the treats, as well as what the brand describes as the "world’s largest hot light" to show when the doughnuts are available.
Seats will be arranged in the form of "the world’s largest Krispy Kreme doughnut box," with stadium-style seating giving diners a view across the shop.
Michael Tattersfield, chief executive and president of Krispy Kreme, said, "The Krispy Kreme Times Square flagship will showcase our brand on the global stage and inspire customer wonder."
This story first appeared on campaignlive.com.