Childlike Themed Space Renovation, Hamleys Beijing Store
Project Profile
Time
Location
Design Perspective: Turning a Toy Store into Children’s Fantasy Paradise
Breaking the traditional layout of toy retail stores dominated by shelf displays, this project integrates toys, fairy tales, colors and interactive scenes, transforming the store from a “shopping venue” into an “explorable children’s paradise”.
The overall space adopts highly saturated hues including red, pink, blue and yellow, matched with cartoon patterns, toy display walls, fairy-tale castles, princess dress installations and geometric house-shaped structures, delivering a bright, lively and dramatic visual experience. The core design goal is to capture children’s attention upon entry, stimulating their willingness to linger and consume through wandering, viewing, touching and interaction.
Strengthening Store Impression with Themed Installations
Castle & Princess Themed Scene:
Castle gateways, staircases, character displays and princess dress installations are set up to create an immersive fairy-tale atmosphere. With special-shaped cutting, layered assembly and surface graphic treatment, paper-based materials can quickly form soft, dreamy spaces full of children’s imagination. The store is not merely a commodity display area, but also a popular parent-child photo spot.
Candy-Colored House-Shaped Interactive Installation:
The exaggerated geometric pink house serves as a striking visual focal point, functioning as an interactive zone, photo booth or themed display area. Bright colors and rounded outlines enhance the space’s friendliness, and reinforce Hamleys’ brand vibe of liveliness, joy and whimsy.
Display Upgrade: From Product Shelves to Scenario-Based Selling
Toy Display Wall & Themed Shelving:
Multi-layer display racks, open cabinets and color zoning clearly exhibit toys, models, blind boxes and peripheral products. The red main visual wall together with dense display systems shape a bustling, abundant retail atmosphere, helping customers quickly start shopping.
Cloud Ceiling & Spatial Zoning System:
Cloud decorations and round lamps on the ceiling soften the spatial scale suitable for children, while display zones below are divided by product categories and themes. Combining paper-based installations with fixed display systems ensures overall visual consistency, and allows flexible updates for new arrivals, promotions or festival themes.
