FAO Schwarz Beijing Flagship:

From Retailer to
Leisure Destination

The FAO Schwarz Beijing Flagship store takes customers on a magical journey into a world of wonderment. Experiential moments of wow, for which the brand is synonymous, are around every corner.  

Challenge

In a world where most retailers barely grasp the importance of retail theatre to differentiate and gain competitive advantage, iconic toy store FAO Schwarz has been a pioneer the art of in-store experiences more than 150 years.

A brand new Flagship over two floors and 20,000 square feet in Beijing’s prestigious China World Shopping Mall needed to be highly experiential – igniting the child-like imagination in us all at every visit.

Not only this, but dozens of third party brands such as Crayola, Disney Princess, Lego, Play-Doh, Star Wars Toys and Steiff needed the ability to express their own personality within a distinctive FAO Schwarz space.

Insight

Parents have never been busier, so ‘time spent’ is the new luxury. They want unique ways to engage with their children, outside of the everyday routine at home. Plus retailers are increasingly vying with leisure attractions for share of time and wallet. All this adds up to the fact that ‘going out shopping’ is no longer enough to retain competitive edge.

This, combined with FAO Schwarz’s unique experiential heritage, puts the Beijing Flagship in the perfect position to become a leisure destination. A place where families pre-plan their visit, spend a good part of the day there, then come away with armfuls of memories and toys from that visit. 

Solution

Led by specially-recruited employees that are natural entertainers, and leveraging the brand’s visual identity equities, the store is like a beguiling toy factory that’s jam-packed with dozens of interactive physical and digital experiences.

Designed to elicit moments of wow at every turn through play, demonstration and performance, some activations are based on the brand’s signature elements, but they’ve been adapted for the Beijing Flagship. Other activations are unique to this store. Associated products are on display immediately adjacent to each activity.

Digitally-equipped flexible event spaces are strategically located. They act as pop-up locations for new product launches and seasonal engagement, keeping the store fresh for repeat visitors.

Guidelines for third parties ensure that the whole store feels like a cohesive FAO Schwarz-branded space, whilst allowing toy brands to express their individual personalities.

Blast off

Navigate through space with FAO space bears on a huge screen inside a rocket that punches through the two floors.

Musical feet

In tribute to the Tom Hanks movie ‘Big’, put on your dancing shoes and play on the Grand Piano’s giant keys. A great workout even if you’re not musically inclined!

Customise your own racing car

Discovery Centre

This mini science museum is manned by a ‘mad scientist’ who teaches STEM topics and conducts chemical reaction-based experiments. Bring home toys that allow you to replicate those experiments.

Results

Just a few months post-launch, the store is performing above targets. Coming soon is our latest work with F.A.O. Schwarz at London’s Selfridges and Dublin’s Arnotts – the brand’s first two European Flagships.

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