Chocolate Universe

In the middle of all its surrounding Times Square spectaculars, billboards and sign edifices, stands the flagship Hershey Times Square, a retail gift store which is a chocolate confectionary paradise that is the center of the chocolate universe. The gift store has come to represent a 15-story outdoor fantastical "chocolate factory" whose incredible signage includes 34 dimensional props, four steam machines, over 4000 chasing lights, 30 programmable gel lights, 56 neon channel letters, 14 front-lit signs and an LED ticker, all designed to represent the various Hershey candy products in their packaged wrappers.

In total, the spectacular measures 215 feet in height with a 60-foot width from one side of the building to the other. The crowning touch of its factory look was its two Times Square smoke stacks that are identical to the ones in its main Hershey, PA factory, complete with the company's name vertically painted on each stack. This entire collage of signs is located on the northwest corner of Broadway and 48th Street, on the lower rooftop and building sides of the Crowne Plaza Hotel. Although this sign project was completed in 2002, it is still a paramount project because of the diversity of signs used to complete the project.

With this diversity, the Hershey spectacular has an odd pedigree of also becoming a sign museum representing every type of sign technology used for outdoor advertising since the 1900s

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