FAO Schwarz

New York, NY

Rockwell Group's redesign of the the FAO flagship store resulted in easier circulation, unblocked vistas and a spectacular new showroom. Fitting into the city like a giant aquarium on Fifth Avenue, the space buzzes with light and activity. The massively scaled entry hall recalls the grand spaces of New York’s historic shopping emporiums, while the rest of the store acts as an urban playground: an LED ceiling above a spectacular soda fountain, a flight simulator, “the ultimate rec room,” “urban treehouses” and an updated version of the famous giant piano keyboard become retreats for play in the center of the city.

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