The first European flagship for FAO Schwarz opened in London’s Selfridges in October. Brand Design Lab worked closely with the FAO Schwarz and Selfridges teams to re-imagine the toy store concept for this destination space.

The giant dance-on piano is the most memorable element within the space, with its spiral of keys wrapping and curling around the architecture creating a real moment of wow.

The Clock Tower has a cheeky digital face which comes alive on the hour with music, animated soldiers and turning gears and cogs.

FAO Schwarz in Selfridges delivers cutting edge retail, with top quality staff and unique and memorable flagship experiences. London’s number one department store offering the number one experience for toys.