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LEGO Toys 'R' Us Times Square - Retail Design

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  • LEGO Toys 'R' Us Times Square - Retail Design

  • LEGO was interested in redesigning their footprint within the Toys"R"Us store in Times Square in New York City. As Creative Director at Six Foot, Cynthia led the creative team as they re-imagined the entire LEGO retail experience by introducing a "LEGO Earth" concept that would encourage customers to visit LEGO flagship stores and Toys"R"Us locations around the world. With the help of Six Foot's interior architecture partner, the final concept was realized at the Times Square store as it opened to much fanfare and excitement.
  • Preliminary conceptual rendering based on Six Foot's creative concepts.
  • Final rendering based on Six Foot's creative concepts.
  • Photographed as installation was taking place...
  • Concept for replicating and connecting the Times Square experience at individual Toys"R"Us or LEGO stores around the world. Based on Six Foot's original concepts.
  • Proposed custom-tees for each LEGO Earth location.
  • Proposed Times Square signage promoting LEGO and the LEGO Earth experience.