Mark Isreal (above), who has been sending forth creative, multihued and myriad-flavored doughnuts from his Doughnut Plant shop on the Lower East Side for 16 years, will open his second New York store, in the Chelsea Hotel on Monday.

The new look departs from his no-frills industrial style of the original store, with floral ironwork cast from the pattern on the hotel balconies sheathing the curved counter. “From the beginning I thought of this as a restoration,” he said. There is a bench covered in doughnut-shaped tiles, some doughnut-themed chairs and tables, and even handmade doughnut pillows mimicking the flavors of his doughnuts, on the wall.

And the roster of doughnuts is also expanding. Some new flavors are riffs on cookies: chocolate chip, salty peanuts and, to assuage any guilt you might have in consuming a doughnut with your morning coffee, oatmeal. All the doughnuts are made on the premises, as they are downtown. Mr. Isreal expects his production to double, to 5,000 doughnuts a day, with the new store and kitchen. He will also serve coffee and juices.

Doughnut Plant, the Chelsea Hotel, 220 West 23rd Street; (212) 675-9100. Doughnuts are $2.50 to $3; starting Monday, both locations will be open every day.