By Nayana Currimbhoy

Like an intriguingly wrapped package, the new Toys "R" Us flagship store in New York City reveals itself slowly, creating a sense of anticipation for the surprises contained within. Designed by Gensler with illumination by Focus Lighting, the Times Square store features a glass facade cloaked with supergraphics that periodically change pattern and degrees of transparency, framing fleeting glimpses of the theme-parklike space within for passersby. Theatrical lighting firepower is reserved for the interior landscape, where a riot of flamboyant displays is enveloped with colorful, multimedia effects. J. Newbold Associates and Show & Tell Productions were principal players on the interiors team. To read the entire story see the January, 2002 issue of Architectural Record.

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All photography for panoramas shot by Susannah Shepherd.

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