Over three years ago I expressed disappointment that F.A.O. Schwartz was closing its doors at its iconic Fifth Avenue location. Good news! F.A.O. Schwartz made its Big Apple comeback in late November.
F.A.O. Schwartz is another example of Brick & Mortar 2.0: providing a great overall retail experience. The toy retailer recently opened a new flagship store in Manhattan’s Rockefeller Plaza, complete with its famous giant walk-on piano. In addition to featuring old classics (e.g., toy soldiers sporting new, updated uniforms), F.A.O Schwartz designed some new experiences to make their store, once again, a global iconic destination for visitors to New York City. New attractions include a remote-control car raceway, a grocery store where kids can fill their carts with play groceries before heading into FAO home to shop for kitchen equipment and housewares, a Build-A-Bear Workshop, etc. to name a few.
“Retail is theater!” – David Niggli, FAO’s Chief Merchandising Officer.