The iconic toy brand has unveiled a 7,000sq ft shop on the 5th floor of Galeries Lafayette Paris Haussmann. The legendary Parisian department store welcomes 37 million tourists a year.
Visitors to the shop, which houses 24 major toy brands and emphasises interactivity and customisation, will be greeted by FAO’s signature toy soldiers. As in the brand’s other stores, the space is fashioned in red and black hues and gold lettering and features FAO’s iconic grand piano, where visitors can dance to the music of its giant keys.
Other features include the brand’s emblematic “clock tower” and its six mini-clocks, each chiming at the same time as the other FAO stores around the world: New York City; London (at Selfridges); Dublin (at Arnott’s); Milan; Beijing and two stores in Seoul.
“Following the arrival of FAO Schwarz in the heart of Milan in 2021, marking the brand’s entry into continental Europe, we have long sought another location that could fully embody the brand’s DNA,” said Amedeo Giustini, Executive VP of PRG Retail Group. “Paris and Galeries Lafayette Haussmann perfectly represent the answer to the objective we have pursued together with ThreeSixty Group. A prime destination for luxury icons, it is the perfect setting to introduce the uniqueness of FAO Schwarz to the French and millions of tourists. A name that, together with the high quality and uniqueness of its products, offers its audience something that goes beyond the material and carries with it the experiential value of discovery and wonder.”
