FAO Schwarz in Arnotts, Dublin:

Bringing the magic of toys centre stage

Shortly after the success of the launch of FAO Schwarz in Selfridges, Arnotts opened their doors and put on a launch event which did not disappoint! The grand opening of their new toy department was tied to the unveiling of their Christmas campaign and famous Christmas windows. This magical spectacle saw the city come together for a very special celebration, with drummers on the roof and a children’s theatre school performing famous Christmas songs before a guided tour of the store. 

BDL worked closely with the Arnotts and FAO Schwarz teams to design a one-of-a-kind toy shop within the heart of the historic department store. Situated in a central location where 3 interlinking buildings come together, the space can be viewed and accessed from multiple sides with enticing interactions drawing people in from all angles.

Key Features

At the heart of the store is the Clock Tower. A series of columns and bulkheads all lead to this central anchor point, with cogs, wheels and horns adding the magical ‘toy factory’ drama to the space. Moving soldiers and cogs add life to the clock tower and an hourly show synchronises the FAO Schwarz theme music with a playful clock face animation. Kids and adults alike can enjoy walking through the archway and interacting with the ‘fun house’ mirrors.

Most impressive of the entrances is the arrival by the escalators where giant soldiers welcome you into the space, with cogs, wheels and horns suspended below the FAO logo, creating a sense of theatre and scale. Flanked on both sides by a changeable event space, this area will remain fresh and relevant for the latest product and film launches.

Deeper into the space is the Grand Piano where customers can dance and play, learning routines from FAO staff, creating the perfect photo opportunity.

Another key draw is the Discovery #Mindblown space with its interactive demo table. A mad scientist demonstrates experiments and gets children excited about STEM toys.

Brands show their personality within interactive shop-in-shops spaces which seamlessly fit into the wider FAO envelope. They each have their own interactions, such as a 3D boat with ship’s wheel and bell in Bunnies By the Bay, an interactive ‘touch table’ game in Schleich and giant Car in Brio. 

Conclusion

Though smaller in size, the Arnotts store is certainly no less impactful than its London & Beijing counterparts, providing a unique toy experience for the people of Ireland to enjoy.

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