Krispy Kreme plans to open a flagship location in New York City’s Times Square. Opening in early 2020 at 48th Street and Broadway, the shop will feature a 4,500-square-foot retail space that will bring the doughnut theater experience to life for guests. From the mixing of raw ingredients to the chain’s iconic glaze waterfall, Krispy Kreme’s location will showcase the doughnut making process from end to end.

To accommodate guests who are on the go, Krispy Kreme’s Times Square location will also include an exterior walk-up window where consumers can purchase doughnuts and coffee. The interior will also offer a grab-and-go counter featuring pre-packed doughnuts and other merchandise.

The store’s exterior will feature a large hot light indicating to customers that hot, fresh doughnuts are ready for consumption. The location will also include immersive and interactive digital elements to provide guests both group and individual experiences.