Les Mills International
Les Mills International
Les Mills International

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 7634     
 
 
 
News stories: 1 - 30 of 7634     
 
 
 
company profile
Company profile: Polin Group
Market leader in design, manufacturing and installation of waterslides and water leisure developments.
videos
BluGalaxy a Division of Blu Spas
Blu Spas
This animation showcases the beautiful concept design of BluGalaxy Spa.
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
Mary Celeste Beall is the owner of Blackberry Mountain and Blackberry Farm
"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

Equinox Hotel Hudson Yards is housed in 35 Hudson Yards, a tower building designed by SOM’s David Childs
"Further hotels have been confirmed for Los Angeles, Santa Clara, CA, Seattle, Chicago and Houston"

Rockwell Group and Joyce Wang on the inspirations behind the guest rooms, public spaces, spa and gym at Equinox Hotel Hudson Yards

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
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

Last word: Tina Norden
Tina Norden
"We have created an approach which is playful, provocative but also functional"

Conran and Partners’ Tina Norden on playing with colour at Prague’s newly redesigned Hotel Maximilian

CF Møller’s Storkeengen climate adaption project will see the creation of a new public nature park
"Funding woes and murky timelines are common problems. It can be easier to make a difference one small project at a time"

From parks designed to mitigate the effects of flooding to warming huts for one of the world’s coldest cities, these projects have been designed for increasingly extreme climates

Winding pathways lead visitors through the site, connecting Whiting Forest with Dow Gardens
Alan Metcalfe
"When people are a bit scared, they gather together"

Featuring a vibrating glass platform and one of the US’s longest tree canopy walks, Whiting Forest has been designed to bring visitors closer to nature and to one another

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 ...
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 ...
cladkit product news
Siminetti unveils first glimpses of Mother of Pearl decorative surfaces inspired by the four seasons
The new winter design is finished with naturally occurring hexagonal patterns found in snowflakes
Megan Whitby
Siminetti has collaborated with British designer Chrisanna London to create a luxury Mother of Pearl decorative surface range inspired by ...
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 ...
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 ...
cladkit product news
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 ...
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 ...
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 ...
x
Sign up with CLAD for regular news updates
Les Mills International
Les Mills International