Bringing the first store of the iconic American brand Krispy Kreme to Brazil globally recognized for its fresh donuts and strong emotional connection with customers was a challenge that required more than simply setting up a point of sale.
The goal was to create a unique space that combined factory, store, and brand experience right on Avenida Juscelino Kubitschek, one of the most prestigious areas of São Paulo.
It was essential to translate Krispy Kreme’s global identity for the Brazilian audience, preserving iconic elements such as the “Hot Now” sign, the visibility of the production line, and highly Instagrammable environments. All of this had to be adapted to the local context, complying with legislation, construction processes, and the operational complexity of a store that also functions as a production facility.
Nuque was responsible for the complete development of the architectural project to tropicalize the store-factory, ensuring fidelity to the brand’s global language and its seamless adaptation to the Brazilian reality.
