A Playful and Immersive Retail Universe Where Children Explore, Imagine and Stay Longer
BR wanted to transform the toy store into a place where play, imagination and shopping come together. Ambiente supported Salling Group and the BR team in developing a new store concept centred on experience and interaction. The result is a series of toy stores that function as playful destinations where families stay longer and create memorable moments.
Client
BR/Salling Group
Project
In-store concept, Denmark
A Store Concept Centred on Play and Discovery
The new BR concept was developed to move beyond traditional retail and create stores where children can explore, test and engage with products before buying. Together with Salling Group and the BR team, Ambiente helped shape a universe where play is at the centre of the customer journey. The stores invite movement, curiosity and hands-on interaction, allowing both children and adults to share the experience. This approach turns the store visit into an active and social moment rather than a simple purchase, encouraging longer stays and stronger connections to the brand.
Themed Play Zones Designed for Each Store
A defining element of the concept is that each BR store has its own theme, creating varied experiences from city to city. Ambiente designed, produced and assembled a wide range of custom-built play installations, including pirate ship playgrounds, magical forests, LEGO police stations, creative areas, gaming domes, a Pippi Longstocking house, princess castles with magic mirrors, 3D pin-art stations and a full-size crocodile with space for toys. Each element is crafted to spark imagination while being robust and safe for everyday use. The modular structure of the concept makes it possible to adapt the experience to different store sizes while maintaining a recognisable BR identity.
Production and Installation in Live Retail Environments
Ambiente handled the full realisation of the concept, from production of the bespoke elements to on-site installation. Many renovations were carried out while the stores remained fully or partially open, allowing BR to continue serving customers during the transformation. This required careful planning, flexibility and precise coordination to minimise disruption. The execution ensured that each store could evolve without compromising daily operations or customer experience.
A Playful Retail Destination With Long-Term Value
Today, the BR stores function as play destinations rather than traditional toy shops. The combination of immersive environments, themed play zones and durable craftsmanship creates spaces where families return not only to shop, but to experience the joy of play. The concept strengthens the brand across Denmark and provides a future-ready retail identity that balances imagination, functionality and commercial value — ensuring that BR remains relevant for years to come.