Nintendo: Times Square Toys "R" Us Nintendo lounge in Times Square Toys "R" Us

  • Context

  • Nintendo approached FITCH about creating a one-of-a-kind branded experience in the Times Square Toys "R" Us. They wanted to create an exciting, animated and interactive destination-based experience that appeals to families while still being compelling to core gamers.

  • Challenge

  • The Nintendo brand has redefined gaming through its Wii and DS platforms over the past few years. How do you keep this momentum going while cutting through the clutter of Times Square?

  • Solution

  • FITCH designed and built the Nintendo shop-in-shop. The shop was designed to be flexible and ever-changing in order to present the newest and best gaming experiences from Nintendo. The shop encourages shoppers to play by showcasing the Wii, Wii Fit and DS products in a lounge-inspired environment. The shop is visited by thousands of consumers each month.

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