2019What a Cluster

Goo Goo Chocolate Co.

What a Cluster

Goo Goo Chocolate Co.
Nashville, TN
Completed in: 2021


The Standard Candy Company invented America’s first combination candy bar in 1912. The Goo Goo Cluster, as it became known, is a mixture of caramel, marshmallow nougat, fresh roasted peanuts, and real milk chocolate and over the years has expanded to include peanut butter and pecans. Located in a historic brick building on 3rd Ave South, just off Broadway, the current location needed a refresh to create a more cohesive brand and to draw in customers from the bustling street. The storefront which had remained from the building’s days as a law firm, was updated to give the store more street presence and bring the fun, colorful nature of the interior to the exterior.

As a Nashville destination, the newest owners wanted to create an interactive experience which allowed customers to invent their own Goo Goo Cluster. Customers can create their own Goo Goo combinations at an interactive kiosk and then watch as staff assembles their creation. Centric collaborated with Dillon Works to fabricate custom interactive features to keep the kids entertained while also teaching about the brand’s history. A 186’ long laundry style conveyor belt rotates around the store as a guide for customers to follow. The 8,500 sf space includes a classroom, offices, storage, retail and a Goo Goo Cluster and milkshake bar.