Times Square Toys “R” Us Pop-Up Shop

Zyscovich designed the 35,000 SF Toys “R” Us pop-up shop in one of the most prominent locations in the heart of the internationally renowned Times Square District. The shop spanned three levels with an emphasis on the chain’s shops-in-shop concepts for the 2017 Holiday Season. Interaction is high on the shopping experience list at the pop-up, which includes a dedicated area on the second level for kids to play with products and to demonstrate toys. The store features interactive toy displays across all three levels.