Harrods Toy Kingdom

Balancing Harrods’ rich heritage with a bold new vision to redefine what a toy department could be. With a dual audience of children and adults - and multiple brands, conventional retail wasn’t enough. This experience-led space needed to match Harrods’ global reputation, break the mould and be a destination in its own right.

A design approach that considers the duel audience, whilst maintaining a gender neutral stance across all toy categories. Storytelling wins here. A place as magical as the toys themselves.

What began as a toy department, transformed into the Toy Kingdom - a series of ‘dreamscapes’ from different worlds against a traditional backdrop. Imaginary worlds became tangible retail landscapes, designed to captivate and inspire. The Enchanted Forest, The Big Top, Wonderland, The Odyssey & The Reading Room individual spaces all knitted together and connected by a golden parquet trail - a nod to a certain yellow brick road.