Toys ‘R’ Us Times Square storefront
Toys ‘R’ Us Times Square storefront
Toys ‘R’ Us Times Square storefront
Toys ‘R’ Us Times Square storefront

Toys ‘R’ Us Times Square storefront

Gensler, New York, New York, 2001

Description

The intention of this project was to design and build a storefront for the international flagship store of Toys ‘R’ Us in the heart of New York’s Times Square. The world’s largest toy store needed to be positioned as a premiere destination for tourists, customers and passersby. To help the building stand out within a media-dense area, we developed an innovative billboard that would generate its own advertising revenue.

The “building board” consists of 165 individual modules. Each is controlled by a scrolling mechanism, allowing up to seven separate scenes to be displayed, creating a continuously changing choreographed show. An eighth panel, which is clear, reveals the interior of the store.

Juror Notes

“A very successful use of the grid. Playful and appropriate.”

Collections: AIGA 365: 23 (2002)
Discipline: Environmental graphic design
Format: Signage
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