Best shop designs – Hamleys get topical with it’s own supersized toy tube station!

17th February 2014

Some of the best shop designs are the one which apply fun elements to entice customers, apply topical themes and also use a little humour to create a shared sense of enjoyment and an engaging retail customer experience – so last week we were delighted to see Hamleys toy shop in London invoking those elements to create a cheeky response to the capital’s tube strike. Hamleys basement has been dramatically transformed into a very special underground ‘play’ station – complete with tube train and tunnels – just in time for an influx of excited half term visitors to the flagship Regent Street store.

Hamleys basemdnt tube train

The station has been designed and created in conjunction with the London Transport Museum and features a working underground train that children can climb into and play on or have their picture taken. The station also features a Nerf Gun target train tunnel where kids can practice their aim.

Nerf gun target tunnel

Mind the Gap

Gudjon Reynisson, Hamleys chief executive explains the motivation behind the refit:

“Combined, Hamleys and the London Transport Museum represent 400 years of history and I am thrilled to be adding such a significant attraction to our Regent Street toy shop.”

Tunnel entrance to the new basement design

Ralph Cunningham, Hamleys retail and brand director added:

“We are delighted to be the only place in London where families can enjoy the experience of being in the driver’s cab of an underground train, making a trip to Hamleys all the more exciting. We look forward to continuing our strong relationship with the London Transport Museum.”

So if you’re in London for half term and at a loose end with the kids why not pop along and take a ride?


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