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New York City
Gensler
Photography © Peter Paige Photography
Entertainment retailing is the new
buzz word at Toys "R" Us
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"I
go to Manhattan every year with my kids and take
them to F.A.O. Schwartz. This year I'm going to
Toys "R" Us."
—Robert Vanech,
Principal, ETF Group
Architect
Gensler www.gensler.com
Client
Toys "R" Us
Key
Player(s)
J. Newbold Associates (interior theming); Gilsanz,
Murray, Steficek (structural); FMC Associates
(mechanical, electrical); Show & Tell (scroller
system technology); Focus Lighting (lighting)
Additional
Reading
Lighting, 01/02
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Program:
In an effort to increase its recognition in a highly competitive
field, Toys "R" Us decided to reposition itself
with the introduction of a flagship store smack in the middle
of glitzy Times Square, New York City. The company wished
to have a landmark store that would serve as an exciting geographic
and emotional destination for customers and products, a "Center
of the Toy Universe," as the firm put it, that would
pull out all the stops to create an exciting experience for
customers and new opportunities for vendors to display and
launch products.
Solution:
The site consisted of two older theaters requiring
extensive renovation. Billboards on the roof that generate
significant income for the landlord had to remain intact.
To meet a completion goal set for the following year's holiday
season, design and construction had to occur in 18 months.
Making a splash in media-rich Times Square was a challenge.
A high-tech signage system covers the entire facade of the
building. Lining translucent windows, 165 scrolling panels
display up to eight changing images. Through an unprecedented
combination of innovative retail design, entertainment architecture,
and groundbreaking graphic communication, this store has become
a premiere destination. Media coverage, visitors to the store,
and revenue from advertising have all exceeded expectations.
For more images please see the November
2002 issue or Architectural Record.
The Winners: Abercrombie
& Fitch | Allsteel
| Cellular Operations
| Gateshead
Millenium Bridge | Multi-Use
Centre | Paul
Brown Stadium | Texas
Children's Hospital | Toys
"R" Us | Trumpf
Customer & Technology Center | Univ.
of Penn. Dept. of Facilities and Real Estate | Valeo
Electrical Systems
The Finalists:
Arcs
de Seine | Boeing\
Leadership Center | Gasometer
B | Hansen
Construction Office | ING
Direct | KeySpan
Park Stadium | Matha
Stewart Living
Unbuilt Projects:
BMW Event and
Delivery Center | Hollister
Headquarters
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