Babies R Us - American Dream
Greater New York, USA

Celebration and Education

Service

Planning, Concept, Schematic Design, and Design Development

Sector

Retail

Client

WHP Global

Size

2115 sq ft.

Challenge

In collaboration with the Toys R Us team, design a full-service retail store and educational center to support parents through their journey.

Solution

We created a concept focused on supporting celebration and learning through an interactive façade experience to be shared with family. The theme of care and education continues in the store with an experience-based merchandising strategy to test products, baby registry, and learning rooms to help and guide parents through their process.

Result

The store invites engagement at its entrance with a selfie moment to celebrate the arrival of the new baby. Merchandise is strategically positioned to be tested, allowing parents to learn and interact freely. The registry and learning center further enforce that Babies R Us is about caring for their customers.

Return to Expertise
BRU Purple screen
BRU Giraffe
BRU 5
BRU 3
BRU 6
BRU Purple screen
BRU Giraffe
BRU 5
BRU 3
BRU 6