IMAGINARIUM

DESIGN CONCEPT

The IMAGINARIUM stores are conceived as immersive landscapes for children and adults, where the architectural language extends the brand’s universe into physical space. The concept is based on the idea of a “portal to imagination”: a sequence of fluid, luminous arches that mark the transition from the neutral mall environment to a chromatically intense interior. These portals, duplicated at two different scales, create a shared entrance ritual for adults and children, reinforcing playfulness while maintaining clear accessibility and visibility from the corridor.

The spatial narrative is deliberately simple and legible. A bright, continuous floor plane guides visitors towards the central display islands, while the darker ceiling compresses the perceived height and focuses attention on the merchandise. The envelope becomes a backdrop for storytelling, using color blocks, graphic constellations and iconic silhouettes to structure thematic areas within the open plan.

INTERIOR LAYOUT AND USER EXPERIENCE

The layout is organized as a sequence of concentric layers. Immediately after the entrance arches, low central tables display high-rotation products at a child-friendly reach, encouraging tactile interaction. Around this heart of the store, perimeter shelving forms a continuous “toy library” where collections are organized by age and typology. This ring strategy optimizes sightlines for caregivers while allowing children a degree of autonomous exploration within a controlled field of vision.

The cash desk and customer service counter are positioned as a luminous anchor at the back, visually accessible from the entrance to provide orientation and security. Circulation flows in a loose loop, with generous turning radii for strollers and clear transversal connections between islands and wall units. Fixtures are kept predominantly low in height except for a few vertical accent elements, ensuring overall visual permeability and reducing the sensation of clutter despite the abundance of small-format products.

FORM, COLOR AND BRAND IDENTITY

The formal language is based on soft curves and simplified geometric volumes, echoing the ergonomics and safety standards of children’s toys. The dual-height entry arches, elliptical lighting elements and rounded shelving corners all contribute to a cohesive identity that feels both iconic and approachable. These gestures are repeated across the three international locations, creating immediate brand recognition while allowing for local adaptations.

Color is employed as a primary design tool. A saturated, almost nocturnal blue defines walls and ceiling, creating a theatrical background for the vivid chromatic palette of the products. In contrast, the floor and central furniture adopt luminous yellows and whites that act as reflective surfaces, amplifying light and enhancing the perception of cleanliness. Accent gradients on the portal elements subtly recall digital environments and animated worlds, aligning the physical store with contemporary visual culture associated with play and fantasy.

MATERIALS, LIGHTING AND TECHNOLOGY

Durability and ease of maintenance drive the material selection. Continuous resilient flooring with a glossy finish withstands intense traffic and reflects light deep into the space. Shelving and tables combine powder-coated metal structures with high-pressure laminates, ensuring impact resistance and rounded, child-safe edges. Transparent acrylics and glass are used sparingly for feature displays, adding sparkle without compromising robustness.

The lighting strategy combines large circular downlights with concealed linear LEDs integrated into shelving and counters. The ceiling luminaires provide a uniform base illumination, while accent lighting on façades and feature walls creates depth and highlights key product families. Backlit signage and digital displays integrated into the front elevation enhance brand communication and can be updated remotely, allowing synchronized campaigns across Spain and the USA locations.

SUSTAINABILITY AND LONG-TERM FLEXIBILITY

Sustainability is approached through material selection, energy performance and adaptability. The use of LED lighting throughout significantly reduces electricity consumption and heat gain compared to conventional solutions, lowering cooling loads in enclosed mall environments. High-durability finishes minimize the need for frequent replacement, extending the life cycle of fixtures and reducing waste over time.

Display systems are modular and reconfigurable, based on standardized metal frames and interchangeable shelves, enabling ongoing reorganization of products and seasonal storytelling without structural works. This flexibility allows the three international stores to respond to evolving retail strategies while keeping construction impacts low. Where feasible, components are specified from suppliers with certified environmental management and designed for disassembly, so that at the end of their life they can be separated into recyclable material streams, supporting a more circular retail design approach.