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.

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