The one-of-a-kind flagship location will showcase the brand through a full donut-making theater experience.

Times Square is about to get even more colorful. QSR Magazine reports that Krispy Kreme will open a premiere flagship store in Times Square in 2020, serving more customers 24 hours a day than any other location in the world.

The 4,500-square-foot space is to be more theater than store, showcasing the brand’s donut-making process from beginning to end as guests sit in the stadium-style seating of an oversized branded donut box.

“Our direction is to be the most loved sweet treat brand in the world. In the most iconic city in the world, the Krispy Kreme Times Square Flagship will showcase our brand on the global stage and inspire customer wonder. We love making awesome doughnuts—and New Yorkers deserve hot and fresh doughnuts,” CEO and president of Krispy Kreme Doughnut Corporation Michael Tattersfield is quoted.

Read the full article here.