FAO Schwarz

New York, NY

For the redesign of F.A.O. Schwarz’s flagship store in New York, Rockwell Group wanted to create a spectacular New York room. The existing space was dramatically opened-up, resulting in easier circulation as well as unblocked vistas into the space from the outside. Like a giant aquarium on Fifth Avenue, the space buzzes with light and activity. Inside, the scale of the entry hall recalls the grand spaces of New York’s legendary shopping emporiums, while the rest of the store is an “urban playground,” where the store becomes a stage for a theater of toys with the children as the players. “Urban treehouses” become retreats for play, and other design features include an L.E.D. ceiling, a spectacular soda fountain, the “ultimate rec room,” a flight simulator, a kid’s party room, a story-time area and an updated version of the famous giant piano keyboard.