“Bring back the magic to the stores, and restore the appeal to the 6-10 year old kids.”
TOMORROW's TOY STORE.
A Toys R Us store has to be a magical and fun place.
As a toy multi-brand retailer over time the Toys'R'Us concept had faded - and supplier controlled brand shops was dominating the unstructured and somehow chaotic shopper experience.
And the store performance had decreased over time.
new floorplan - From chaos to control.
Working strategically with the customer journey, zone by zone, in coorporation with the client
a new floorplan with zone themes and content was layed out for the test store in Gentofte.
new zone conceptS - bringing back FUN AND magic
To attract customers back into the store and to appeal to the older kids, each zone was conceptualized and designed to make it fun for the kids and to support the shopper mindset of the parents or adults. Also the graphic identity was brought up-to-date and up-in-age.
Credentials:
Graphic Design by Christian Ramsø
THE 'GREAT RIDE' ZONE.
Creating the look and feel of a skater park. Bringing in new concept elements such as an entrance portal, rubber flooring,
skater ramp, parents podium, cool graphics, focal communication points etc.
THE 'MY ROOM' zone.
Setting the scene - allowing products to be displayed as an actuel boys or girls room, instead of just boxes on shelfs.
The 'awesome stuff' zone.
A zone designed for the cool and awesome stuff. Try all the newest products, eg. fly a drone or shoot Nerf guns.
Credentials:
Project created as part of iRetail