A prototype toy store for the reinvention of FAO Schwarz, designed to test ideas ahead of a global rollout.
A prototype concept store, designed to show off the newest incarnation of FAO Schwarz. Strategically located in Hong Kong, to support the B2B sales process.
Process
Pre-Concept
Concept Design
Schematic Design
Detail Design
Tender Documentation
Tender Management
Construction Support
Post-Completion Review
Working within a tight footprint, the layout was reorganised to improve circulation, product visibility and flexibility for buyer presentation. Conceived as a prototype toy store for the reinvention of FAO Schwarz, the project was designed to test ideas ahead of a global rollout while establishing a commercially robust framework for future locations.
Every detail - from merchandising systems and display strategies to experiential moments - was developed to be repeatable while maintaining the brand’s sense of theatre and discovery.
The store also functions as a working environment for the in-house merchandising team to experiment, refine and evaluate concepts ahead of future site deliveries. Materials and detailing were intentionally restrained, creating a neutral backdrop that allows products, demonstrations and seasonal storytelling to take prominence.
The shopfront - designed as a theatrical arrival moment, with custom graphics and a visual identity developed specifically for the Hong Kong prototype.
At the heart of the store sits the famous FAO Schwarz Grand Piano, immortalised by Tom Hanks in the film Big .
Aligned with the entrance axis deeper within the store, the FAO clock forms a theatrical focal point above the famous FAO Schwarz piano.
Abundance was treated as a design virtue, with densely layered displays and richly stocked shelving creating the sense of discovery and excitement that defines the FAO Schwarz experience.
FAO Schwarz Hong Kong curved glass storefront with illuminated vitrine windows and themed visual merchandising displays
The concept was developed to capture the spirit of the original FAO Schwarz stores, creating a playful backdrop while allowing moments of theatre, discovery, and childhood nostalgia to emerge throughout the space.
(Approach)Working with FAO was an an chance to design for one of the world's most iconic toy brands. The challenge was to develop a prototype that could be replicated globally, without losing the magic.
Progress
A record of the project as it developed on site, capturing key construction milestones from first fix through to completion.
Shopfront installation in progress just prior to the fascia sign installation and merchandise being installed.
Interior fit-out nearing completion with the curved shopfront framework and display vitrines.
Jan-Eric Kloth
CEO
ThreeSixty Sourcing Group
Since completion, we have received countless positive comments from visitors, and the space has become a destination for clients visiting Hong Kong.
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Floor plan showing the circulation strategy - designed to maximise dwell time and guide customers through a sequence of experiential zones within a compact 1,150 sqft footprint.
Hero wall elevation developed to establish a visual merchandising 'rhythm' to ensure each product has its own 'stage'.
The store was conceived from the outset as a prototype rather than a one-off. Every decision - from the merchandising system to the experiential set-pieces - was designed to be repeatable, adaptable and buildable, while preserving the brand's signature sense of theatre.
Studio X's role covered the full scope: concept design, visual merchandising, custom graphics, shopfront design, detail design documentation, tender management, and on-site supervision.
The breadth of that involvement was essential to achieving the level of consistency and precision the brief required. The store completed in Hong Kong in 2018 and sat within ThreeSixty's international headquarters, alongside the sourcing, merchandising and visual merchandising teams - a working testbed where fixtures, product stories and customer flow could be tested and refined in front of the people who would take the format forward.
It demonstrated that immersive, experience-led retail and operational scalability are not mutually exclusive, and set a standard for how the brand would be expressed in physical space going forward.
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