February 3, 2026
We’ve seen the future of design, and we couldn’t be more impressed.
Recently, Hershey sponsored the PAVE International Student Design Competition, which invites college students to submit design plans for a real-world challenge. Specifically, Hershey asked participants to dream up a store-within-a-store snacking destination inside a traditional grocery store. We wanted their entries to include cutting-edge technology, lighting and sensory elements, and, of course, they had to be fun—we’re talking about candy, after all.
This was Hershey’s first time sponsoring the renowned student design contest, which is in its 30th year. We did it because we were eager to connect with talented students and find inspiration for new and exciting ideas that could bring our brands to life. We chose a store-within-a-store theme because we believe immersive experiences are the key to the future of retail. That’s why we regularly partner with customers to design experiential worlds: when a shopping experience builds a buzz, it draws people to a store’s physical location and helps boost sales across the entire category.
When judging the competition, we quickly recognized that the students’ creativity went beyond our wildest expectations. We spent hours and hours poring over more than 180 entries and debating who should win. Ultimately, we agreed on three winners—all of whom are students graduating this year with degrees in interior design—who received $4,000 for their efforts and may see their designs brought to life in future Hershey concepts. Below, you’ll find details about the winning designs and why they excite us.
Take a break
Emmy Saltzman’s concept, “Your Break, Reimagined,” pays homage to 1920s-style movie theaters and encourages shoppers to take a break, grab a snack and embrace moments of nostalgia, which they can share on their social channels. Saltzman, who attends Appalachian State University in Boone, North Carolina, built shopper personas into her plans, prioritized scents by adding fresh popcorn to the display and integrated technology elements, including an informational screen about Hershey’s history, a recipe screen and an augmented reality screen where shoppers can pose for photos with Hershey characters. We were especially impressed with Saltzman’s modular design specifications. This was her first time designing this kind of display, and it was entirely feasible. We could literally send her designs to an engineer and have them produced tomorrow.
Saltzman told us she learned a lot through this design challenge, and it was rewarding to hear how it impacted her. “This project was both engaging and rewarding to research and develop, as it allowed me to explore the psychology behind retail design and customer behavior,” she said. “These insights informed how I organized product categories to create a more intuitive and efficient shopping experience that combines merchandising with immersive design.”
All aboard
Natalie Opdebeeck combined elements of nostalgia and history with her locomotive-inspired design, called “The Hershey’s Express.” The interactive, museum-like store-within-a-store concept explores Hershey’s history within the context of Pennsylvania’s industrial heritage. Shoppers experience a sense of discovery as they walk through the train-shaped space, which invites them to customize their own Reese’s Cup, fill a goody bag with Hershey’s treats and take a selfie on a Kit Kat® bench.
Opdebeeck, who attends Fanshawe College in London, Ontario, told us she drew upon her own childhood memories in creating her designs and put a lot of thought into carrying out the theme. “It took me some time to figure out the programming of how the train would flow and how I could take literal elements, like windows or a train steam chimney, and turn them into something creative and fun,” she said. “I wanted to go into as much detail as possible with every part of the design, and I’m very proud of how the final product came together.”
Sweeter together
Makayla Hall’s concept, called “Sweet Connections,” was guided by the belief that life is sweeter when shared. That’s why the shapes of her interactive 5D displays are inspired by two hands connecting and inviting shoppers in. On the exterior, underneath a whimsical flying Hershey’s Kisses and its swirling plume, customers can browse Hershey products and write messages and memories on a surface that looks to be dripping with chocolate. And within the curvy walls, 360-degree screens showcase micro-occasions that call for Hershey products, such as holiday celebrations and making s’mores in the great outdoors.
“The design embodies more than a gesture,” said Hall, who also attends Fanshawe College. “It communicates Hershey’s unwavering commitment to being part of life’s sweetest connections, reminding us Hershey’s isn’t just a treat, it is a partner in creating moments of goodness together.”
For our team at Hershey, the best part of sponsoring this competition was having the opportunity to meet the winners. After honoring Saltzman, Opdebeeck and Hall at a PAVE gala in December, we invited them out to spend two days with us at the Hershey headquarters in early 2026. They toured our offices, visited the Global Customer Insights Center and met with our teams to talk about their designs. They also visited the Milton Hershey School, where they presented their concepts to high school seniors.
Our goal with the visit was to celebrate the winners for their creativity and hard work. But in reality, we believe our team got just as much out of the meetings as the students. It was such an honor to host the young, energetic designers and see the world of Hershey through their eyes. There’s a reason Milton Hershey and his wife, Catherine, were so passionate about educating and supporting young people. When you help fuel their growth, you also learn from their ideas. You witness their commitment to the world around them (each of the winners went above and beyond our corporate sustainability commitments). You feel energized by their passion. And you know that great things lie ahead. For all of us.
Stephan Calhoun is Senior Manager, Retail Design & Experience and Tiffany Pieja is Senior Manager, Permanent Merchandising with The Hershey Company. Both served as judges in the 2025 PAVE International Student Design Competition.