New-look department moves to fourth floor and will be open from mid-May.
Harrods is set to open the doors of its new-look toy department from mid-May.
The space is now located on the fourth floor of the luxury department store and will aim to offer the ‘ultimate array’ of products, experience and service – including plenty for preschoolers.
The rooms will be divided into eight-mood enhancing sections, distinguished by the use of colour and designed to capture the imagination of customers, with dedicated staff on hand to guide parents to the appropriate room.
Award-winning Farshid Moussavi Architecture brought the vision to life by creating an environment that is luxurious and spacious, with a modern, fun feel.
Designed with both adults and children in mind, the new room offers a playful sensory layout, while remaining navigationally friendly for parents using a technicolour ‘down the rabbit hole’ vision, ensuring their children can always be kept in sight.
The three Educate, Engage and Entertain pillars encompass social awareness, coordination and growth through imagination, with the Harrods buyers carefully curating the new range of toys in line with this.
Features of the new space include a fancy-dress fitting room, fun activities and daily demonstrations of the latest games and toy trends, all taking place in a dedicated pop-up area.
In addition, throughout the year there will be regular weekend events, enabling involvement and entertainment for every child and adult.
Additionally, popular elements of the original Toy Kingdom will remain in the new department. These include Toy Concierge, a complementary service offered to all customers who may be looking for an extra special gift or want expert advice from Harrods’ specially trained Toy Stylists.
Annalise Fard, Harrods’ director of home, technology, toys and beauty, said: “The new space is the culmination of years of close conversations with our discerning customers and Mini Harrods members.
“This understanding of the consumer journey shaped the brief to both the Harrods buyers – who have sourced the very best in toys and games from around the globe centred on our three essential pillars: Educate, Entertain and Engage – and also to the incredibly talented design team at Farshid Moussavi, allowing them to create an environment which puts adults first, while also celebrating children’s love of toys.”
