Delightful design ignites imaginations
TOY KINGDOM | Starfield Hanam, Seoul, South Korea
size: 17,115 sf
completion: September 2016
photos: Propaganda Studio Ltd.
Shop! member Chute Gerdeman contributed to the design
BY PLACING INTERACTIVE MOMENTS ALONG THE PERIMETER, THIS DESIGN SENDS VISITORS ON A DELIGHTFUL CUSTOMER JOURNEY THAT COMBINES PLAY WITH SHOPPING. Personable characters, representing a group of friends living in the Toy Kingdom, also helps ignite imaginations and supplies a distinctive voice to the brand.
Emphasizing experiential play drives visits and creates a compelling environment that doesn’t strictly rely on merchandise to draw crowds. Six key zones combine physical, analog, and digital elements.
Other features include a store entry especially for pint-sized guests with kid-size tunnels and interactive flooring. Clear, dimensional bubbles allow adults to see their children having fun inside the structures.
Bright colors, vibrant finishes, and illuminated ceiling elements further support the larger-than-life concept. Shop-in-shops simplify the shopping experience. Strategically placing photo opportunities throughout the space promotes word-of-mouth marketing through sharing on social media.