FAO Schwarz in Selfridges, London:

The world’s best toy store inside the world’s best department store

Following the success of the Beijing store, the first European flagship opened in London’s iconic Selfridges department store in October.

Brand Design Lab worked closely with the FAO Schwarz and Selfridges teams to re-imagine the toy store concept for this new destination space. 

Set over 18,500 square feet on level 4 of the Oxford Street site, the store features many experiences, activations and signature FAO Schwarz elements which were re-worked into truly ownable pieces for this historic location. 

Visitors are greeted by the iconic FAO Schwarz soldiers at the entrance, then a series of cogs, horns and pipes on the ceiling guide customers through and around the space. 

Signature Experiences

The giant dance-on piano is the most memorable element within the space, with its spiral of keys wrapping and curling around the architecture creating a real moment of wow. Children and adults alike are drawn to this fun interactive experience which is a key focal point in the store.

The Clock Tower has a cheeky digital face which comes alive on the hour with music, animated soldiers and turning gears and cogs. Inside, a hall of mirrors and a hero product display create a fun, interactive walkthrough for customers.

Customise Your Racer features a giant overhead model kit to signify this key FAO Schwarz personalisation offer. Digital and physical elements are blended with great staff service to create a truly engaging experience.

The Rocket-ship is a child-sized immersive experience which appears to be blasting off into the glittering LED ceiling using light, sound and interaction. 

Customer Service

The Selfridges staff are proud to show off their impeccable customer service by providing a top quality team of ambassadors and performers which bring the different activations to life, making each store visit a truly unforgettable experience. 

Toy soldiers interact with customers and children, encouraging selfies and making people feel welcome. Dancers teach visitors how to play a tune on the giant piano.

Mad scientists bring STEM toys to life with product demos such as ‘make your own slime’ and Marvin’s Magicians delight people with their quick sleight of hand and eye-catching tricks. 

Branded Spaces

In true Selfridges style, brands live both harmoniously yet individually in the spaces, creating mini brand havens with their own signature interactions. 

Steiff leverages the history and heritage of their brand creating an exclusive cabinet which showcases their collectable products. A partnership with the National Geographic brings Steiff into the modern age with a digital screen and iPads allowing you to find out how Steiff are helping to save animals in their natural habitat.

Bunnies By The Bay harbor their unique story within their space and bring magical moments to children through interactive role play spaces. 

Peppa Pig uses its famous animated characters and icons in 3D integrating a unique digital game and a 3D Bing Bong bus.

Conclusion

FAO Schwarz in Selfridges delivers cutting edge retail, with top quality staff and unique and memorable flagship experiences. London’s number one department store offering the number one destination experience for toys.

Related Projects: