Toys & Sweets Stores by Reg Staer 160m² and 80m² Moscow

A playful environment featuring interactive spaces and characters translated into an appealing area that boosted sales for the brand.

Toys & Sweets Stores by Reg Staer 160m² and 80m² Moscow

A playful environment featuring interactive spaces and characters translated into an appealing area that boosted sales for the brand.

PROJECT

Toys & Sweets

LOCATION

Vnukovo, Moscow

Área total

160m² and 80m²

YEAR OPENED

2015

CLIENT

Reg Staer

SERVICES

Storytelling and concept, space planning, architectural design, furniture and characters design, lighting design, 3D visualisation, and industrial design.

WHY

Airport terminals are large spaces where passengers have no clear buying intentions but plenty of time to shop. Reg Staer communicated his wish to attract the target customers, which were 4 to 14 year-old children and their parents. In order to achieve this, he wanted a differentiated and exciting design that would also increase the time spent in the store via interactive elements that could lead to purchases.

HOW

By teaming up with illustrator David de Ramón. As art director, he shaped a visual language adapted to the youngest customers that worked perfectly to draw the children inside the store. Together, we transformed his sketches and illustrations into functional designs within real manufacturing parameters and adjusted each store’s uniqueness to be understood as part of the same chain, but featuring different engaging elements that distinguished each store.

WHAT

  • Interactive elements and boxes designed as three-dimensional characters – equally fun and outstanding, but different in each store.
  • High definition characters using drawings and 3D visualisation, taking good care of comfort, dimensions and colours. Prototyping and subsequent manufacturing process.
  • Eye-catching displays that recreate a village in the woods. Round shapes and white minimalist furniture highlight multicoloured products.
  • Evaluation of the shopfront to attract more customers from the outside by means of encircling shapes, lighting and glass windows that let customers get a hint of the interior.
  • LED lights projecting a starry night. Expert lighting for a powerful effect that brings scenes to life.