Creating a world-class toy store filled with imagination
Client
BR/Salling Group
Project
In-store concept, Denmark
That was the ambition of Salling Group when they took over and relaunched the BR toy brand. The new BR toy stores offer inviting play zones and evocative scenery for children and the young at heart, allowing customers to try the products before buying and to share in the joy of play. Today, the BR stores are play destinations — places where you stay a little longer, creating personal, memorable experiences that last.
Ambiente has assisted Salling Group and the BR team with the design and concept development of the new store concept. In addition, we have produced and assembled everything from pirate ship playgrounds, a magic forest playground, a LEGO police station, a nursery, a Pippi Longstocking house, gaming domes, creative areas, 3D pin-art stations, and an adventurous princess castle with magic mirrors, to a full-size crocodile with space for toys — and much more.
From vision to reality
At Ambiente, we are truly proud to help elevate the shopping experience at the BR toy stores. Relevant in-store experiences are undoubtedly crucial for future retailers. At BR, the joy of play is at the centre of it all. Each store has its own theme, so the experience and the playful universe differ from city to city.
Most renovations have been carried out while the BR stores have remained fully or partially open, allowing them to continue serving customers and at the same time optimise earnings during the renovation period.