Harrods remains the world’s greatest retail institution, a vast retail landscape always evolving. When Shed were hired we were simultaneously entrusted with a Toy Department design brief, which would touch the emotional hearts of generations past, present, future.
The brief was ‘Toy Department’, Shed made it the Toy Kingdom and in the first presentation to the Harrods board told a story of secret doors to undiscovered rooms. A world inhabited by a ‘Spirit Child’ in their own ‘Dreamscapes’. The narrative so convincing one inquisitive Harrods executive asked how Shed had found this secret doorway!?
These forgotten rooms were the backdrop for Dreamscapes imagined from the far reaches of one’s own nostalgic memories of bygone eras. They’re a catalyst allowing Shed to warp imaginary worlds into physical retail landscapes. Each dreamscape has its own unique spatial dimension, a mix of fantastical invention, unexpected and mesmeric worlds.
The Enchanted Forest, The Big Top, Wonderland, The Odyssey & The Reading Room all knitted together on a golden parquet trail reminiscent of a famous yellow brick road. Classic ceiling details carry trompe l’œil illustrations of fantasy skylines, clouds and planets. Each dreamscape a different manifestation of one’s imagination.
Harrods knew that Shed wouldn’t simply bring the narrative to their retail design concept. We interviewed the globe’s 25 leading toy brands and brought them on-board. Harrods directors need substance as well as stories, long held retail category issues with how customers had shopped were a bottleneck. The Shed team focused Harrods board on a ‘gender neutral’ environment where you shop by event not gender.
Shed’s justification was simple: Sales. Parents pay and pester power rules in the world of toys. Keeping a family intact for the shopping experience, heightens campaign orientated expo, avoids gender slipstreaming and simply put makes for a holistic superior experience.
After much critical acclaim Harrods Toy Kingdom won Shed the FX Awards; Creative Retail Winner
“The result was an amazing combination of traditional retail and surreal experiences that together form an amazing space. Simply put, the Toy Kingdom was just great fun to work on.’
'Shed created more than a retail offer this was a destination. Coming to the Toy Kingdom will be like a day out, and you need to be taken out of the real world to enjoy the reality of shopping.”
Mark Briggs, Head of Store Image, Harrods
Dreamscapes and The Big Top
Through the vast gates at the main entrance the first dreamscape is realized; The Big Top. Shed developed this theme by focusing on activity around an awe-inspiring, giant red and white big-top area where live presentations, interactive children’s shows and merchandising are showcased. To the left of the big top area is the candy store where various types of sweets sit in large copper vats and demonstrations will show sweets being made.
The Enchanted Forest and Wonderland
The Enchanted Forest follows on from here and a series of real yew trees and specially designed yurts, create the backdrop. Whispers from fairies and twinkling lights lead you round to The Wonderland where an imposing, multi colored series of canyons emerge. This landscape forms a stage for the miniature world of toy trains, cars and planes that journey effortlessly through these valleys.
The Odyssey
The Odyssey is an atmosphere derived from space that uses focused light and unusual sound to create a universe unlike our own. A grid of black and white pods, form plinths for a collection of toys from other worlds; lights housed in black domes peer imposingly from the ceiling and the floor turns to deeper shades to complete the contrasting effect.
The Reading Room
The Reading Room concludes the journey, perhaps with a more conservative tone yet always with a taste for the curious. The scheme lends itself to magical twists on traditional themes; heritage materials such as leather, wood and brass act as a backdrop to the talking bookshelves where stories can be heard. A beautiful, circular library dominates the scene and curved walls surround that are illustrated with images of fun and adventure. Books are abundant and stored in every alcove, while larger recesses house giant cuddly bears and other soft toys, ready for story time.