Toy Kingdom, South Korea

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Toy Kingdom, a specialty toy store concept from Shinsegae — the largest retailer in South Korea — boasts a store environment that is larger than life and highly experiential.

Designed by Chute Gerdeman, the store creates a vibrant and playful world, with a story line presented through a group of friends (imagined characters) that have very different personalities and forms, but all live together in the Toy Kingdom. Each character’s interests relate back to the store’s four primary product categories — imagination toys, ride-on toys, building toys, and smart toys — and bring the spirit of play to life for every child.

The primary design element is a special entrance that allows kids to enter the store through kid-sized tunnels, complete with interactive flooring. Each key zone within the store has a supporting interactive element where kids can play and escape with the brand. These key experiential touchpoints combine physical, analog, and digital elements that reinforce the immersive and transportive quality of the space.

Photo opportunities are strategically placed throughout the store to encourage word of mouth marketing as parents snap photos of their kids and share on social media.


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