FAO Schwarz Experiences
Overview
Role: Design Director
Objective: Add new experiences to the FAO Schwarz flagship that tell unique brand stories, spark opportunities for authentic customer engagement and offer meaningful merchandise to take home.
Solution: Oversee design direction, vendor selection and on-site project management. Act as a key decision maker and source for creative ideas and solutions. Lead the in-store execution for physical placement within the very active and tight retail environment. Support brand partners by being a creative ambassador for FAO, enabling each experience’s individuality to stand strong and simultaneously fit within the broader landscape and brand ethos.
Brio Personalization Station
Brio is known for its high quality wooden train sets and the idea of this experience was to invite customers into a real train station. Inside the ticket booth a train conductor helps customers select the letters for their custom train, purchase a ticket with a personalized photo and pack it all up to go in a customized suitcase. When the train is ready to leave the station, ring the bell!
My FAO Doll
My FAO Doll is one of the longest standing experiences at FAO Schwarz, it is part of the heritage of the brand. This space gives customers a sweet and cozy environment to meet and bring home their very own baby doll, after weighing, swaddling and signing their official certificate.
Schleich Imagination Station
The Schleich experience allows customers to create a personalized animal, which comes with an exclusive trading card and gift box. Stepping into this space feels like a jungle, complete with real wood touches and a hidden roaring dinosaur.
