Reopening a Beloved World of Play 

 FAO Schwarz, the iconic toy store, opened its doors in New York City over 150 years ago, offering a magical world of fun and fantasy for children and adults alike. However, due to financial troubles, the flagship 5th Avenue store closed in 2015. In November 2018, FAO Schwarz reopened at a new location in Rockefeller Center, aiming to recapture its status as a beloved destination for wonder and play. 

Adventures Await Aboard a Supersonic Rocket 

 Storyland Studios collaborated with FAO Schwarz to bring a new centerpiece to the Rockefeller Center location—a supersonic rocket ship that embodies the store’s spirit of imagination and adventure. The rocket ship, located right inside the store’s front door, was designed to be bright, colourful, and engaging, drawing visitors into the world of FAO Schwarz. It’s wrapped in a staircase that winds around and leads up to the second level of toys and games, including the famous walk-on piano. Stuffed worker bears are depicted working on the rocket from scaffolding, adding a playful touch to the scene. Underneath the rocket is a mirrored room that creates the illusion of infinite space, enhancing the sense of wonder and exploration.  

Continuing a Legacy of Joy and Discovery 

 Storyland took great care to re-imagine this iconic location, ensuring that it would hold lasting memories for visitors of all ages. Today, the new FAO Schwarz at Rockefeller Center has successfully recaptured the magic and excitement of the original store, offering a new generation of visitors a place to experience the wonder of childhood. The rocket ship serves as a centerpiece of fun and imagination, attracting kids and parents alike to explore the world of FAO Schwarz. 

 This project highlights Storyland Studios’ ability to blend creativity with nostalgia, creating an engaging and memorable experience that continues the legacy of FAO Schwarz as a destination for joy and discovery.