Jou Jou, a brand new toy store at The Grand America Hotel in Salt Lake City, is a place where the imagination can be set free. This architectural wonder is filled with several imaginative firsts, like a musical candy organ with seventeen candy-filled pipes, a seven-foot long cardboard fire-breathing dragon, an all-steel framed 8-foot robot, and a dressing room enclosed inside a tree where a raccoon, owl and giraffe live.

The inspiration behind Jou Jou came from StruckAxiom, a digital-forward, creative agency led by executive creative director Brent Watts. “We wanted to create more than just a toy store,” Brent said. “We wanted to create a whimsical haven for childlike curiosity where all generations could come to explore, feel wonder, connect to one another and leave feeling happier.”

In order to create this whimsical haven, we considered how each small design element would function as a whole. “We connected all the pieces of the project and directed the work of all the talented craftsmen,” Kevin said. “We are pleased with every element, craftsman and artist. Jou Jou is definitely a place where ideas become reality and the imagination can be set free.”

Designed by Watts Architects

http://wattsarchitects.com