Planning, Concept, Schematic Design, and Design Development
Retail
WHP Global
20,000 sq ft.
After closing its last store in 2018, our team faced the challenge of developing the new design for the first Toys R Us flagship store in USA, at the American Dream mall. The new design aimed to transform the 20,000 square-foot location into a premier family destination, offering a complete brand immersion. The new store is not just a destination to visit, it’s an immersive experience to be fully enjoyed with family.
The new Toys R Us presents a dynamic, two-level store experience with two dynamic storefronts, including a café featuring an order & pick-up window. Bleacher seating and interactive photo zones featuring Geoffrey Giraffe, the Toy R Us mascot, offer family fun, while a thrilling slide and an interactive staircase enhance the guests’ experiences, transforming the store in a complete and fun family moment.
The brick-and-mortar store at American Dream marks the triumphant return of the iconic American toy store, now an unrivaled destination for family fun and excitement. With over 10,000 toys and numerous interactive areas, guests can fully immerse themselves in the brand, enjoying a memorable experience in-store. The two storefronts play a crucial role in attracting customers and inviting them to engage with the brand, creating a warm and welcoming atmosphere for everyone.
