A three-story, three-dimensional Clock Tower greets guests from the 49th Street entrance, inviting exploration up, through, around, and within. A portal to history, fantasy, wonder, and excitement, the Schwarz Clock Tower is equal parts creativity and ingenuity, showcasing timeless memories that build from the moment the guest takes their first step inside. With a nod to the deep history of the brand in New York and a wink to its future, the animated core feature to the space illuminates just how long the character of FAO Schwarz has influenced its shoppers.
A PLAYHOUSE OF BRANDS
To become the iconic destination of fun FAO Schwarz is known for, our design team created authentic areas for leaders in the toy industry to be displayed and engaged with. From LEGO and Build-A-Bear workshops, to Melissa & Doug grocery stores, merchandised Hatchimals and Paw Patrol play areas, and a Discovery zone for people of all ages. Our Architectural and Environments designers kept the overall journey cohesive; their innovative thinking created branded moments sure to stand out as defined areas of interaction and creativity for every toy-loving enthusiast.