Krispy Kreme wanted to create a new store identity that maximised customer engagement and interaction. Along with Studio Carbon, Black Sheep were engaged to deliver an in-store experience that delivered “moments of happiness” to their core millennial target market. After successfully establishing a new direction for the Krispy Kreme stores in Auckland and Paramatta, we were again asked to collaborate on their third store in Perth. The brief asked us to develop our "Sprinkles" concept to suit the rectilinear tenancy and capitalise on the sites double fronted façade and maximise foot traffic exposure from Hay St and the adjacent arcade. Our main challenge was to elevate the brand, making it relevant to the current retail landscape without diluting any of its core elements. We strategically considered its “DNA” and worked out how we could manifest each aspect within a 3D space. Classic touch points that have served the brand for years were re-imagined providing consumers with a fine balance of brand association and the excitement of a new experience. The brief also challenged our basic approach to the design process. In today’s hyper connected world ideas and styles are constantly shared, tweaked and copied around the globe we wanted to provide a design that addressed the challenges laid out by our client and the tenancy rather than simply harnessing current trends. In answering this brief, we assessed our clients needs and focused on how their brand codes could be realised and as a result of this process were able to deliver a space that sits apart from its competitors and provides Krispy Kreme with a strong architectural presence. The design not only resonates with its millennial consumers but has ultimately driven a heightened brand awareness and improved sales across all 3 sites. The overarching approach for the Sprinkles concept was the experience of opening a dozen box of Krispy Kreme doughnuts. The product is and always has been packaged in an understated white box adorned with the iconic bow tie logo and a subtle green dot print. However, once the box is opened , we are greeted with a burst of colour and flavour and it is this celebration that we wanted to capture in the new store design. The shopfront itself was realised with a simple architectural portal device finished in a high gloss perforated white mesh that exposes an offset layer of green behind it, a direct reference to the classic packaging design. An improved coffee offering lead us to locate the barista within the main shop front to engage with pedestrians, whilst the large colourful doughnut display draws people further into the store. The design gave the brands “retro” history a contemporary twist with a crisp paired back palette that unashamedly employs the brands core colours. The “doughnut glaze” square tiles provide just enough background texture to avoid sterility allowing the attractive product to be the hero of the space. Colourful light from the neon sprinkles bounces off the walls to give the store depth and layering each colour referencing the flamboyant product on offer. Details like the curved counter underside, bullnose detailing to the booth seating and cube coffee signage all subtly re-enforce a retro feel and speak directly to the brands history ultimately delivering a truly unique, brand centric design response. Doughnut glaze inspired tiles provide the backdrop for the ramped-up neon and Instagram moments with a “Sprinkles” inspired graphic overlay running across the ceiling plane and glass facade. To complete the in-store experience we designed 50s style booths picked out in yellow vinyl to cater for families and a projector screen continuously plays out the doughnut glazing process across the walls.