Retail – Hamleys Regent Street

London Flagship Store

wdl was first engaged by Hamleys in 2000 to completely remodel the interior space of their world famous, seven-storey toy shop. This remagicalisation included an overhead model railway, a talking book, animated displays and demo areas.

This technically complex project involved significant structural changes to create a new shop layout. More than 50 franchisees & suppliers were refurbished, renewed or relocated in the new arrangement. The project was carried out in several phases, closing only half of each floor in sequence while the store continued to trade successfully.

The centre of the fifth floor was removed, creating an atrium above the escalator tower. All eight escalators were then removed in one overnight operation after closing Regent Street. All were refurbished before returning two weeks later to be installed in a different formation. The whole project was televised for a Channel 4 documentary.

Over a decade later wdl was again involved in a £4m refurbishment of the original project;  “We continue to enjoy a successful relationship with wdl which has now lasted in excess of 15 years. During this time they have worked with us on many varied projects both large and small bringing to each professionalism and commitment allied to a determination to deliver everything that is unique and magical about the Hamleys brand. We look forward to continuing a successful relationship for the next ten years and beyond.

David Meekings, Head of Strategic Development, The Hamleys Group

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