Inside the art of experiential retail at Hershey’s
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Hershey's José Raul Padron on the Retail Gets Real podcast at NRF 2026: Retail's Big Show.
Retail stores remain powerful spaces for storytelling, connection, and cultural relevance. José Raul Padron, design lead for the Hershey Experience at The Hershey Company, joins this episode of Retail Gets Real to share how thoughtful retail design transforms everyday shopping into memorable experiences. From immersive brand homes to viral product moments, he says physical retail continues to evolve in a digital-first world.
Why the store experience still matters
Even as online shopping continues to grow, the physical store remains a critical touchpoint for brands. Padron says that retailers are discovering the value of having a destination where customers can connect with a brand in real life — while consumers can easily shop online, the in-person experience creates something digital channels can’t replicate.
For younger generations in particular, physical retail provides a place to engage with culture. Shoppers visit stores not just to buy products but to interact with the environment, discover new experiences and share them socially. The experience itself can drive engagement in ways traditional marketing can’t. Interactive elements such as unique spaces and immersive displays encourage shoppers to participate and share the experience online.
José Raul Padron, design lead for the Hershey Experience at The Hershey Company
Creating experiences that go beyond shopping
Padron oversees design for Hershey's brand homes and immersive retail environments, including Hershey's Chocolate World in Pennsylvania and the flagship store in Times Square. These spaces combine storytelling, product innovation and interactive design to bring the brand to life.
One such example is the creation of a cinematic attraction at Hershey's Chocolate World. The project reimagined an existing show into a fully immersive animated experience that takes visitors through different “chocolate lands,” including worlds inspired by Hershey's products like Kisses, KitKats, Jolly Ranchers and more.
Creative retail concepts can quickly become cultural moments. A custom one-pound Reese’s product called “Stuff Your Cup,” which allows customers to mix their favorite toppings into a giant peanut butter cup, became a viral social media sensation. Padron says the concept required designing everything from the product itself to the physical retail environment that makes the experience possible.
Finding inspiration everywhere
For designers and creatives working in retail, inspiration often comes from unexpected places. For Padron, exploring different environments helps spark new ideas for store experiences. He draws inspiration from breweries, museums, fashion exhibits and even theme parks. These experiences, he says, help designers think differently about how customers interact with physical environments.
Episode chapters
(00:00:00) From chocolate legacy to retail design leadership
What the Hershey Experience actually includes behind the scenes
Why retail design moves faster and evolves differently than traditional product design
(00:06:04) Why physical retail still matters in a digital world
Why digital-native brands are opening physical stores
The unexpected ways retailers are turning stores into social destinations
How sustainability and authenticity are reshaping the modern retail experience
(00:11:22) Building immersive retail moments that capture culture
How a Hershey attraction transformed into a cinematic chocolate experience
The story behind designing Hershey's massive Times Square flagship
Why culturally resonant experiences are essential for modern retail
(00:14:12) Where creative inspiration for retail design comes from
How experiences like theme parks, breweries and museums spark new ideas in store design
Why designers must constantly explore culture to stay innovative
(00:16:36) Inside the Hershey’s creative hub in Pennsylvania
How engineers, food scientists, and creatives collaborate behind the scenes
Why Hershey has become a surprising center for innovation and creativity
(00:17:54) Career advice for the next generation of retail creatives
Why future retail careers will blend physical and digital creativity
How brand homes and online experiences will work together
What modern retail must do to stay culturally relevant with younger audiences