Developed by award-winning Bristol-based creative design team, Cod Steaks, the new play and retail location is now open at Jio World Drive, Mumbai.
Cod Steaks has worked with Reliance Brands Limited (RBL) on the new play and retail location concept, and this is the first such venue to open. The company was commissioned to conceive a new 80 per cent play and 20 per cent retail concept that works both in a franchise format and in a rollout format.
Mark Pryah, Development Director, Cod Steaks, commented: “I hope Hamleys Play becomes a firm ingredient to the Hamleys offer moving forward and become a platform that allows further brand penetration into malls that otherwise could not support a fully Hamleys retail store.”
Pyrah has a wealth of experience with the Hamleys brand, having working with the company for 8 years before joining Cod Steaks. During this time he worked on both the design and build of the Hamleys World format in the China, Czech Republic, Russia, South Africa and the US. Thanks to this understanding of the brand, and how to enhance the retail experience with play, Cod Steaks was able to bring the unique concept to life.
