The Toys 'R' Us flagship store encompasses more than 100,000 square feet of retail space on three different levels. A three-story atrium inside is filled with an operational Ferris wheel. Glass windows on all three floors are lined with scrolling screens, each containing several panels which can be transformed into an enormous white cube, a tri-level advertisement, a collage of children's faces, or a clear wall that allows passers-by views of the Ferris wheel inside. 

Location: New York, NY
Architect: Gensler
Interior Designer: Joanne Newbold

The Toys 'R' Us flagship store encompasses more than 100,000 square feet of retail space on three different levels. A three-story atrium inside is filled with an operational Ferris wheel. Glass windows on all three floors are lined with scrolling screens, each containing several panels which can be transformed into an enormous white cube, a tri-level advertisement, a collage of children's faces, or a clear wall that allows passers-by views of the Ferris wheel inside. 

Location: New York, NY
Architect: Gensler
Interior Designer: Joanne Newbold

The Toys 'R' Us flagship store encompasses more than 100,000 square feet of retail space on three different levels. A three-story atrium inside is filled with an operational Ferris wheel. Glass windows on all three floors are lined with scrolling screens, each containing several panels which can be transformed into an enormous white cube, a tri-level advertisement, a collage of children's faces, or a clear wall that allows passers-by views of the Ferris wheel inside. 

Location: New York, NY
Architect: Gensler
Interior Designer: Joanne Newbold

The Toys 'R' Us flagship store encompasses more than 100,000 square feet of retail space on three different levels. A three-story atrium inside is filled with an operational Ferris wheel. Glass windows on all three floors are lined with scrolling screens, each containing several panels which can be transformed into an enormous white cube, a tri-level advertisement, a collage of children's faces, or a clear wall that allows passers-by views of the Ferris wheel inside. 

Location: New York, NY
Architect: Gensler
Interior Designer: Joanne Newbold

The Toys 'R' Us flagship store encompasses more than 100,000 square feet of retail space on three different levels. A three-story atrium inside is filled with an operational Ferris wheel. Glass windows on all three floors are lined with scrolling screens, each containing several panels which can be transformed into an enormous white cube, a tri-level advertisement, a collage of children's faces, or a clear wall that allows passers-by views of the Ferris wheel inside. 

Location: New York, NY
Architect: Gensler
Interior Designer: Joanne Newbold