Technogym
Technogym
Technogym

Hamleys adds to retail experience with theme park concept in new Moscow toy store

Global toy retailer Hamleys has taken the first step to becoming an experience brand after opening a mini theme park in its new Moscow store – also the largest toy shop in Europe.

The new retail concept was developed by design studios Fitch and Paragon Creative within Moscow's Detsky Mir building.

Hamleys Moscow offers shoppers and visitors nine “worlds of play”, including Enchanted Forest, Imagination, Lego World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space.

“We decided that if we were going to open a toy store that was 75,000sq ft it couldn't be a normal toy shop – that would just be too big,” said Hamleys chief executive, Gudjon Reynisson.

“We decided to create something new - a concept where brands interact with attractions in a manner more akin to a theme park.

“It has taken us three years but I can say we pulled it off. This store is starting a new era in toy retail. There's nowhere anywhere like it. This is now the best toy shop in the world.”

On display is a full-scale replica of the Millennium Falcon made famous in Star Wars, a train, a go-karting track, castle and a 13 metre (42.6 foot) high Lego rocket.

Speaking exclusively to AM2, Mark Pyrah, director of Paragon, said the company has been working actively with Hamleys to turn the toy brand from a pure retailer into a new leisure/retail experience operator.

“Paragon provided design services alongside to Fitch,” said Pyrah. “Fitch focused on the layout, retail planning and brand immersion, while Paragon looked at the concept design of the attractions. We turned what would have been a flagship Hamleys store into what we’re now calling ‘Hamleys World’ – a Hamleys which incorporates retail and leisure.

“Over the past two years, we’ve been working closely with Hamleys to develop the new format and morph it into a theme park environment.”

Located in the same building that housed the former Soviet Union’s largest toy shop, the retailer’s new store in Moscow’s Lubyanka Square, just steps away from the Kremlin, will take the title of world’s largest toy store if Toys R Us in New York’s Times Square follow through with reported plans to either close down or downsize by 2016.

Related stories
12 Feb 2014

Hamleys opens in-store London Underground attraction

Global toy retailer Hamleys has taken the first step to becoming an experience brand after opening a mini theme park in its new Moscow store – also the largest toy shop in Europe. The new retail concept was developed by design studios Fitch and Paragon Creative within Moscow's Detsky Mir building. Hamleys Moscow offers shoppers and visitors nine “worlds of play”, including Enchanted Forest, Imagination, Lego World, Magic Kingdom, Metropolis,
CLD,TAW,VAT,DES
The new Hamleys is located in the same building that housed the former Soviet Union’s largest toy store / Paragon Creative
More news
News stories: 1 - 30 of 7662     
 
 
 
News stories: 1 - 30 of 7662     
 
 
 
company profile
Company profile: SPARCSTUDIO
Sparcstudio offers a bespoke and comprehensive design service with real attention to detail. Logical and inspiring space planning forms the bedrock of all Sparcstudio projects.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
Profile: Daan Roosegaarde
"I want to demonstrate that creativity is our true capital as humans "

Rather than feeling fearful and helpless about the future, we must design a way out of the environmental problems we have created, argues the innovative Dutch designer, artist and inventor Daan Roosegaarde

Interview: Elizabeth de Portzamparc
Elizabeth de Portzamparc
"We need to stop the destruction of our world through predatory practices. We need to think of the future"

The architect behind Nimes’ Musée de la Romanité on designing to counter loneliness and the need for more cultural buildings

Manuelle Gautrand
"The cities where you have good cultural buildings and facilities – it’s a way for people to mix, to share the city in a much deeper way"

The French architect and winner of the 2017 European Prize for Architecture tells us why she is determined to surprise

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
The resort has been designed to blend into the landscape
"Sam was such a champion for the team, and my goal is simply to carry that same torch"

As Blackberry Mountain resort opens in Tennessee, we find out why the project is a deeply personal one for owner Mary Celeste Beall

The hotel features an underwater restaurant and aquarium
Martin Jochman founded JADE+QA in 2013. He formerly worked for Atkins
"We didn’t want to put in any gimmicks. We wanted to create a building that’s inherently sustainable through passive sustainability"

When Martin Jochman set out to transform an old quarry into a luxury hotel, he faced some serious challenges

Marianne Shillingford
"The technology involved in paint is extraordinary"

Used cleverly, colour has the power to influence how people use the spaces they inhabit, says the creative director of Dulux

cladkit product news
Alberto Apostoli and Newform collaborate to launch the A.Zeta showerhead
The showerhead offers two modes; rainfall or waterfall
Megan Whitby
Italian architect Alberto Apostoli has renewed his partnership with Newform – an Italian wellness company – and designed A.Zeta. A.Zeta ...
Jaffe Holden helps bring Academy Museum of Motion Pictures alive
Jaffe Holden provided architectural acoustics for the Academy Museum
Magali Robathan
Acoustical consulting firm Jaffe Holden provided architectural acoustics and audio/video design services for the recently opened Academy Museum of Motion ...
Diamond balloon concept merges tourist attraction with advertising billboard
Magali Robathan
A group of Dutch engineers have presented a new attractions concept that combines a flying observation cabin with LED digital ...
cladkit product news
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
Fabio Alemanno Design uses elegant semi-precious stones to create memorable spa experiences
Alemanno believes the stones are well-placed in the spa environment thanks to their capacity to positively support physical and mental health
Megan Whitby
Fabio Alemanno Design has expanded its collection with semi-precious stones to enhance spas, wellness facilities, hotels and private residences. The ...
cladkit product news
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
x
Sign up with CLAD for regular news updates
Technogym
Technogym