We created a new store concept and communications approach, bringing the brand's magic to life. Interpreting Hamley's unique London heritage for an international audience, the new retail identity has been launched globally.

We defined a creative language to bring the concept to life, with a mix of traditional regency styling alongside moments of joy and quirky surprise. The concept’s vibrant red and white interior reflects the magical world of Hamleys and the signature fun, magic, and theatre the brand represents.