Hamleys World

Lubyanka, Moscow


Earlier this year Hamleys opened Europe’s largest toy shop on Lubyanka Square in Moscow, and it as here that Hamleys took the first steps to create a new store-model combining theme park and toy store. The store occupies 7,000m2 of space and is just steps away from the Kremlin. Hamleys World Lubyanka is designed to take shoppers on ‘a world of entertainment and discovery’ with nine different interactive ‘worlds’ in-store.  Parents and children will be able to visit the Enchanted Forest, Imagination, LEGO World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space, each providing a mix of retail and interactive attractions. Kids will be able to explore the Magic Kingdom’s huge castle or fly through the Enchanted Forest on broomsticks. 


Paragon Creative was commissioned as the Attraction consultant for the project and worked closely alongside Hamleys and retail designers Fitch to conceive and design an experiential toy store using the incredibly magic brand of Hamleys. 

We worked on the attraction line up, brand involvement, concept and feasibility of this new Hamleys Vision. Hamleys World is the first of a series of similar retail focused attractions and further stores are planned across the World and Paragon Creative is going to be involved.

Our Client: Hamleys

Designed by: Paragon Creative

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