Hamleys' new store concept and in-store branding

I helped create a new store concept and communications approach, bringing the magic of the Hamleys' brand to life..The vision for this store experience and concept was ‘The Joy Emporium (Unboxed)’ with an ambition of ‘making memories through the joy of play’.

We defined a creative language to bring the concept to life, with a mix of traditional regency styling alongside moments of joy and quirky surprise. The concept’s vibrant red and white interior reflects the magical world of Hamleys and the signature fun, magic, and theatre the brand represents.

I also created a new graphic language that references Hamleys’ regency heritage, mixed with expressive brand patterns and playful typography. A new colour palette, with the addition of soft pink and a more regal gold, helps elevate the brand and complement the new, more elevated position and store experience.

In these new stores are a number of engaging experiences with play at their heart; such as digital portals that allow you to see into other Hamleys' stores across the globe,, an oversized conveyor belt taking over the storefront exterior at Westfield, an large indoor slide (suitable for both children and adults), an supersized digital screen with interactive games that responds to movement.

This store concept and its supporting communications have been launching across the globe, most recently in Westfield, London, but following other openings across India, Qatar Airport, Dubai and Azerbaijan.