That's why, at Hamleys World in Moscow, kids' favourite characters are grouped together in a series of richly immersive, gender-neutral environments spread over 7,500 square metres rather than in discrete, brand- or character-specific zones.
visitors in first 2 weeks
Revenues 175% above target
store in Moscow in 2015
The project was as complex as it was large. We needed to consider consumer demographics in Moscow, the architectural heritage of this famous building and the needs of toy giants like Mattel, Hasbro and Star Wars - all whilst staying true to the world-famous Hamleys brand.