The flagship location of Hershey's Chocolate World store in New York City is getting an upgrade.

The Hershey Co. has announced plans to open a new, expanded location of the store in late 2017. Located at 20 Times Square, the new space will be three times larger than the current Hershey's Chocolate World location and bring customers more ways to experience the wonders of chocolate.

 “We are thrilled to expand our Hershey’s Chocolate World presence in New York with a new, larger flagship store in the heart of Times Square, which is truly the crossroads of the world,” says Suzanne Jones, v.p., The Hershey Experience. “Our vision is to create a destination where people of all ages can interact with our iconic brands and immerse themselves in all things chocolate.”

The larger footprint, state-of-the-art digital billboard and prime location will give Hershey new opportunities to bring its brands and campaigns to life for visitors.

Construction of the new store will begin early 2017.

The upgrade builds on the success of the current Hershey's Chocolate World store, located at Broadway and West 48th St. and delighting customers since its opening in 2002. It will remain open during the construction of the new store.

The New York Hershey's Chocolate World store is one of eight such retail stores around the world. Other locations include Chicago, Las Vegas, Niagara Falls, Dubai, Singapore, and Shanghai. More than 150 million customers have visited these locations around the globe since 1973.