The family-friendly experiential retailer’s ninth location opened on 19 July in Chicago’s Lincoln Park neighbourhood.
The 7,500sq ft store is described as part toy store, part party venue and part immersive theatre space, according to a company statement shared with Chain Store Age.
To introduce the new location, Camp partnered with multimedia brand Doodles to create the location’s first immersive activation. The ticketed experience features an interactive adventure that revolves around a selection of Doodles’ signature generative non-fungible tokens (NFTs), or digital artwork created via autonomous systems, such as artificial intelligence (AI).
The experience begins as customers pass through the store’s rotating “magical bookshelf” and into a colourful 3,500sq ft room. Once inside, customers can crawl through tunnels, ride down slides and walk through glowing rainbows, clouds, caves and more.
Twelve-foot daisies welcome consumers to the art studios where they can create “Doodle” characters and explore clothing designs. The room also features interactive noisemakers and alien-inspired arcade games. The Doodles installation also features nighttime events for adults.
Camp also sells co-branded apparel and accessories in its retail space, called “The Canteen.” In addition to selling toys, clothing and accessories, this 2,000sq ft space also features a slime creation station, a Splatter Room for paint-based arts and crafts, a “CAMPitheater” performance space for live events) and party rooms.
