FAO Schwarz To Open Flagship Retail Experience Within Selfridges
On the heels of FAO Schwarz's return to retail in New York City in 2018, the brand is announcing the opening of its first ever European flagship store located within Selfridges' Oxford Street location in London.
The FAO Schwarz store at Selfridges' will occupy over 20,000 square feet of space and feature the full FAO Schwarz collection of toys and unique experiences. Set to open on November 1, 2019, the location will be inspired by the New York FAO Schwarz flagship at 30 Rockefeller Plaza with its unique brand of theater and experiential retail.
"We couldn't be more excited to partner with Selfridges to bring FAO Schwarz to London," said Jan-Eric Kloth, COO at ThreeSixty Group, who's portfolio includes more than 20 brands including FAO Schwarz. "Similar to FAO, Selfridges is an iconic retail brand that delivers amazing experience and theater to its customers, therefore this was the perfect place for us to be. FAO Schwarz is a global brand that stands for experience and wonder."
Signature toys and interactive experiences will be included in the new store, as well as key elements of the brand, including the famous clock tower, popular dance-on grand piano, and FAO's newest icon, the rocket ship. The new store at Selfridges will also feature similar experiences to the New York location with in-store demos that instill theater and "play."
"FAO Schwarz is the world's most inventive and inspiring toy store and the perfect partner for Selfridges' reimagined Toy Department," said Eleanor Robinson, director of Accessories, Kidswear & Toys, Selfridges. "We like to think of Selfridges as a retail playground; the unparalleled product and experience that FAO Schwarz will bring to our Oxford Street store will mean that sentiment has never been more true."
One of the new experiences to look forward to, as first introduced at the New York FAO Schwarz flagship, will be the "FAO Raceway" where shoppers are invited to work alongside trained "mechanics" to build remote-control cars piece-by-piece with the option to customize their car's body style, color, wheels, and designs.
ThreeSixty Group and Selfridges are also jointly working with third-party brands to introduce even more experiences and will reveal additional details in the coming months.
FAO Schwarz will also open new flagship store in Beijing, China this spring.