PAVE Student Design Competition

Scholarship Sponsored by PAVE

Introduction
The Hershey Company challenges students to design an engaging “Store within a Store” (SWAS) snacking destination to sit inside a conventional grocery environment. Your concept should deliver a playful, interactive shopping encounter that cuts through shelf clutter using advanced technology, thoughtful lighting, and sensory elements.

Design brief
Create a scalable solution that can be adapted to multiple store footprints and that incorporates Hershey’s recognizable brand cues. The space should generate micro-occasions—examples include s’mores moments, movie-night pairings, and cultural celebration displays. Explore how tools such as augmented reality, digital signage, scent diffusion, and dynamic lighting can be used to craft a destination that attracts shoppers and elevates the snacking experience. Unwrap the possibilities.

Awards & prizes
Top three concepts will each receive:
- $4,000 USD per winning entry (three winners total).
- An invitation for the student to attend the PAVE Gala in New York City on December 11th (travel expenses covered*), where winners will be honored.
- A $1,000 USD travel stipend awarded to the winning student’s Educator to travel with and attend the PAVE Gala.
- Potential opportunity to collaborate with a leading industry design and manufacturing team to develop the concept further.

Eligibility
This international, annual competition is open only to currently enrolled undergraduate and graduate students studying in fields such as retail planning, visual merchandising, interior design/architecture, branding, graphic design, UX/UI, industrial design, or closely related programs.

Submission requirements
- File format: single PDF sized 11 x 17 inches, landscape orientation.
- Page limit: up to 10 single-sided pages (cover and reference pages are not counted in the page limit).
- Submissions must respond to the design brief; scale and compositional choices are at the entrant’s discretion.
- Renderings may be hand-drawn or digitally produced.
- AI tools may be used for brainstorming, inspiration, and prototyping; any use of AI must be fully disclosed and documented within the final submission.
- Entries will be judged on the strength and clarity of renderings and their capacity to communicate the concept dynamically.
- This is an individual competition—team or group entries will not be accepted.
- Do not include the entrant’s name or school anywhere on the presentation materials or cover.

Judging process & criteria
All entries will be reviewed through a blind evaluation by a panel of industry professionals. The scoring breakdown is as follows:
- 15% — Design Concept: originality, inspiration, and creativity.
- 25% — Space Solution: circulation and traffic flow, fixture layout, cohesive integration with the host store, a compelling and authentic brand narrative, an inspiring customer journey, and inventive use of 2D/3D elements.
- 25% — Interior/Architectural Design: overall style and appropriateness, color and material choices, fixtures, lighting strategy, and merchandise presentation.
- 25% — Branding: logo treatment, color and style, signage and graphics, and the integration of technology.
- 10% — Professional quality and presentation of the submission.

Additional information
A judging criteria PDF is available for download.