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Child’s Play: Hamleys World

London’s toy-shop mainstay, Hamleys, debuts its enormous Moscow site – an immersive haven for children of all ages.

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Designed by Fitch (London), Hamleys World in Moscow encompasses more than 75,000 square feet of full-size interactive displays and attractions, including a 50-foot Star Wars Millennium Falcon, a go-cart racetrack and several big-name toy brand-themed areas. Read the accompanying article that appeared in the July 2015 issue of VMSD to learn how the design team collaborated with Hamleys and participating toy companies to conceive an organizational scheme that would maximize play, and more importantly, turn a profit.

Videography: Courtesy of Fitch, London

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MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

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