For this transformation, IAA wanted to create a shopping experience articulated by youthful, energetic and flexible displays that could easily be adapted to meet perpetually shifting toy market trends and demands.
Located on a prominent corner of the Country Club Plaza, the design takes advantage of the generous storefront by pairing a custom ‘toy box’ display case with each window bay. These enclosures call attention to featured items, while still allowing views into the retail space beyond. The main floor is playful and whimsical, consisting of folding, colorful ribbon elements interlaced with a curving train track feature carrying products around the store. Linear light fixtures are playfully arranged throughout. Colorful planes extend from ceiling to floor, creating visual interest and directing attention to merchandise. Flat screen displays define different toy zones, while allowing flexibility to quickly change focus as soon as the next product hits the market.