Harrods have just launched a new Toy Kingdom 4D Experience, a dream destination for wild imaginations. An enchanted forest, an intergalactic science lab, a curious sweet emporium and a toy ‘grand canyon’ are all waiting to be explored as Harrods launches its new Toy Kingdom 4D experience. This multi-million pound development is one of Harrods’ most extensive creative refurbishment projects and the new 26,000-square-foot department – designed in partnership with retail architects Shed Design – has been created to offer a complete 4D experience for shoppers.
Featuring the world’s first generative retail soundscapes running through six individual multi-sensory ‘worlds’ it creates a fully immersive shopping experience.Replacing the old Toy Kingdom department – which was designed in 1994 and located on the Fourth Floor of the Knightsbridge store – Harrods’ new Toy Kingdom is 2,000 square foot larger and housed in a new location on the Third Floor.
As London’s latest destination for children’s toys, books and electronic gaming, the department will also feature a spectacular collection of summer must-haves and product exclusives, and takes customers on an adventure through six exciting areas, including:
THE BIG TOP – This circus-themed environment houses a large stage that plays host to retail theatre, demonstrations and special events, such as books signings and personal appearances.
THE WONDERLAND – A toy ‘grand canyon’ presided over by a giant Lego dragon showcases Harrods’ most exclusive toys.
THE ODYSSEY – Dedicated to science, gadgets and space The Odyssey features a molten sun bursting through a wall with a sci-fi soundscape and an Area 51-inspired demonstration zone complete with a hyper-drive sound feature.
CANDY STORE – Features a curious chocolate counter and bespoke candy making area run by Papabubble
THE READING ROOM – A contemporary reading rotunda dedicated to children’s literature. Children can climb into one of two special cubby holes to listen to their favourite stories read by famous voices, and explore the Harry Potter shop before testing out the latest gadgets and electronic games.
THE ENCHANTED FOREST – Full-size tree trunks rise into a treetop canopy while demonstration yurts display products on the forest floor. Birdsong echoes through the trees and whispering fairies and forest creatures dance in hollow tree trunks.
“Harrods is London’s third most visited destination for tourists and we wanted to create a landmark family shopping experience that really was unforgettable for our visitors,” commented David Miller, Director of Harrods Home. “It was important for us not to just build a conventional retail department but to create multi-sensory environments that surprise, entertain and encourage shoppers to interact and play.”
The new Toy Kingdom is now open on the Third Floor of Harrods.