design:retail - June 2017 - 40

040
→ The characters
↘ of Toy Kingdom
have distinct
personalities that
relate to the four
primary product
categories-
imagination toys,
ride-on toys,
building toys and
smart toys.

the box and create moments that embrace the spirit
of play, moments that could be captured by parents
and shared via social media. The Wacky Track, Fun
Tunnel and Lego zones are key points of interaction
that get kids hands-on with the products and time
spent connecting with specific brands.
The team creatively employed low-tech analog
movement, motion and light in unusual ways. These
low-tech applications provide the bullet-proof durability needed for this high-traffic, play-hard world.
Technology, such as high-definition screens, could
easily be damaged in this hands-on environment.
The methods of interaction needed to be functional
and long-lasting to support play at all times.
For example, the Fun Tunnel allows kids to
play and ride on toys, power cars, bikes, etc. Digital projection on floor video screens take them on
a journey in a contained, kids-only space, while
parents watch. Special mirrors in the Marvel City
and Disney Castle allow children to transform
into their favorite princess or superhero. A crazy
loop-to-loop track overhead in the Wacky Tracks
area directs attention upward. Every surface, every
corner, is built for fun. "Buzzers, levers, noises,
remote controls, moments of interaction carry visitors through the store creating a rhythm between
play and shop," Highland says.
The saturated color and materials palette was
important to stimulate children and reinforce the
playful and imaginative environment. A white
background served as a neutral color to add a level of sophistication with black contrasts to make
things stand out. There are no gray areas in this
space; it is about clear contrasts of black and white
with hard pops of color.
The material selection process was unique
for this project and required considerable communication, translation and collaboration. Chute
Gerdeman offered western suggestions and then
worked with local consultants to make material
translations. "Not everything is readily available
in this part of the world, so we made consultative
suggestions," says Wendy Johnson, executive vice
president, account management and COO for Chute
Gerdeman. "It is an interesting and collaborative way
to work across borders and language barriers."
JUNE 2017

DESIGNRETAILONLINE.COM

The design of the store, the layout and material
selections maintain a distinct point of view for
the Toy Kingdom brand while allowing the store
to seamlessly house brands such as LEGO, Hot
Wheels, Disney, Marvel and others.
Toy Kingdom is a magical and wacky world
where everything comes to life. The stories, characters and interactive experiences all take place in
this fantasy world. But the Chute Gerdeman concept is much bigger than one location. In fact, after
the success of the first store, a second location was
opened just three months later. The character development was also for more than just the store design,
it provides an opportunity to be supported by apps
that will keep building the brand and allowing kids
and their families to continue to explore the world
of Toy Kingdom on and offline-truly a toy store
unlike any other.

GLOBALSHOP.ORG

PROJECT FILE
Toy Kingdom

Seoul, South Korea
RETAILER

FLOORING

Shinsegae

Samwon S&D

CONTRACT DESIGN FIRM

LIGHTING

Chute Gerdeman

Design Luna
MILLWORK

LIGHTING

Midas, BMT

37 Volts

AUDIOVISUAL EFFECTS

EXTERIOR/IN-STORE SIGNAGE

JSP Media

S&P Solution

FIXTURE CONTRACTOR

ARTWORK/IN-STORE GRAPHICS/

Gosung Design, Sungwon JS

VISUAL ELEMENTS

EMART

Information in the project file
is provided by the retailer and/
or design firm.

http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

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