Hamleys World in Moscow

  • Varya Karaulshchikova
Hamleys 'Worlds of Play' mixes retail, attraction and entertainment to provide a feast for the senses; in Motor City there's a Go-Kart track, the Magic Kingdom is home to a huge castle in which kids can play and explore.
Spanning 7,000 square metres and two storeys in Moscow's Lubyanka Square, the largest toy shop in Europe is a place where creativity and imagination can run free. Over 2 million customers visited in the first 2 months of launch making it the most visited store in Moscow in 2015.
Tree houses and secret pathways captivate the entire family as they are lead on a journey through motor city, a safari zone, an enchanted forest and more. Changing rooms become dress up rooms for children to immerse themselves in the world around them. Character actors orchestrate performances, sparking engagement and bringing the worlds to life.
Awards Winner, Store Design of the Year, World Retail Awards 2015 Winner, Best Overseas UK Store Launch, Retail Week Interiors Awards 2015


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