Store Design with Play at the Center

BR came to Ambiente with the goal of creating more than just a traditional toy store. The ambition was to turn a visit to the store into an experience that strengthens the relationship with the brand, encourages families to stay longer, and makes children want to come back. Working closely with the Salling Group and BR, we developed a new store concept where play is a central part of the customer experience—with a positive impact on the bottom line.

Interior Design with a Clear Commercial Purpose
Behind the playful environments lay a simple idea: The more engaging the experience, the stronger the connection to the brand. That’s why the stores were designed with themed play universes and interactive installations that invite children to explore, try out, and experience the products. For us, retail design isn’t just about aesthetics. It’s about creating physical spaces that support customer behavior and the company’s goals. In the BR project, this meant developing experiences that increase the time spent in the stores, strengthen the brand experience, and make the visit more memorable for both children and adults.

Custom-designed play worlds built in our own workshop
A key part of BR’s project was to design and produce the custom-built play installations that make each store unique. Among other things, we’ve built large pirate ships, magical forests, LEGO police stations, gaming domes, creative workshops, a Pippi Longstocking house, princess castles with magic mirrors, and even a full-size crocodile. Naturally, we prioritized safety and durability.

All installations are developed and manufactured in Ambiente’s own workshop with a focus on creativity, safety, and durability. At the same time, the concept is modular, allowing the experience to be tailored to each individual store without losing the recognizable BR identity.