FAO
Schwarz

FAO Schwarz is a century-old American toy store brand that has been actively expanding into overseas markets in recent years. The 'dance-on piano' in their New York store famously appeared in a scene from the movie 'Big,' with the image of Tom Hanks jumping on the piano keys still deeply rooted in people's minds. As a graphic designer on this project, my duty was to uphold the brand concept 'Welcome to Wonder' and extend the graphic elements from FAO's original brand system to create new visual ideas for FAO stores across Asia and Europe.

This exterior design is based on one of my initial look & feel concept ideas of a 'Toy Castle,' featuring the FAO-branded square 'crown' pattern as a visual highlight, applied with gold bricks throughout. Both the clock tower and the air balloon were built to move mechanically. Additionally, the clock tower face is animated and broadcasts every hour.

Some store locations are not allowed to change the exterior, so awnings and flags were created to attract attention.

The graphic content extends throughout the interior space, including category signs, directional signs, mural walls, shelf headers, plinths, and wallpapers. Additionally, the 3-dimensional elements were arranged using graphical layouts as references for interior designers to create through modelling.

The window display literally featured the FAO brand concept 'Welcome to Wonder,' with graphic elements adapted from the FAO brand system.

The Grand Piano is the most iconic element in FAO stores. Different types of interactive stepping keyboards have been applied in various locations. All the graphic elements were derived from the original FAO brand system and combined with new ideas, implemented in stores worldwide.

The clock tower is one of FAO's key brand elements, combined with interactive features such as a buzz wire game and ball pits with distorting mirrors underneath. I developed the visual layouts for these games to help interior designers produce detailed drawings.

Themed murals were created and implemented in various stores, some of which included specific requirements such as toy recycling areas, store location panels, and lift interiors.

A newly designed FAO immersive shopping area, 'Customise Your Racer,' allows kids to assemble their own remote control racing car. I developed the ideas and arranged the separate car model layout for the ceiling area and the race car elements for the rear wall display.

My FAO Doll is one of FAO's proprietary brands. I adapted the My FAO Doll brand elements and translated them into a new header design, top shelf display, and doll adoption steps panel to enhance the immersive vibe of this shopping area.

FAO stores already had a basic communication hierarchy system but still required additional wayfinding. Therefore, new directional signs and floor guides were developed. I also helped FAO recreate their self-produced toy product category headers using their brand elements.