FAO Schwarz And Its Iconic In-Store Experiences Return To NYC

Iconic experiential toy store FAO Schwarz reopens in New York City.

As reported by Fast Company, iconic toy store FAO Schwarz has returned to New York City, under the ownership of ThreeSixty Group. The new 20,000 sq. ft flagship store is located in Rockefeller Center, and it features plentiful fun and nostalgic interactive elements, including the oversized floor piano featured in the classic movie¬†Big.¬†Commenting on the experiential aspects of the store, ThreeSixty Brands CEO David Conn said “FAO Schwarz was built on in-store experiences, which has made it a global destination over the years.”

If you’ve been tuning into our blog these past few weeks, you’ve seen that we’ve been talking a lot about experiential stores. It’s a fast-growing trend, with brands such as BuzzFeed, L’Occitane, and Lime opening retail locations that are tailor-made to offer compelling in-store experiences to shoppers. We are increasingly convinced that this is where retail is headed as whole – it’s going to be ALL about offering special and unique experiences to bring shoppers into stores.

As childhood shoppers at FAO Schwarz, we are hopeful that the store will be able to thrive by offering fun, nostalgic experiences that consumers cannot get anywhere else. We’re rooting for them, and we look forward to being welcomed back to their world of toys…