Europe’s largest toy shop is in Moscow
The more a person can interact with a product, the more immersed they become in the brand, the deeper the connections they build. The Hamleys World concept does just that…
Hamleys World at Lubyanka is Located in the famous Lubyanka Square and known as “Mir Hamleys” in Russia, this is a place where creativity and imagination can run free, and is set to become a leading Moscow attraction. This toy shop consisting of nine different worlds is a place for exploration and immersion, championed by a 13 metre tall LEGO rocket made with 1.9 million bricks.
Each world mixes retail, attraction and entertainment to provide a feast for the senses; in Motor City there is a Go-Kart track; in Space a full scale replica of the Star Wars Millennium Falcon (that children can test drive); in Magic Kingdom a huge castle in which kids can play and explore, and witches fly through Enchanted Forest on broomsticks, ducking between tree houses and scaling hidden pathways. Digital windows display cues from nostalgic Russian childhood games whilst interactive signage and wayfinding make navigation a delight.
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