Hamleys Pompei

The concept integrates iconic brand elements with local references, adapting the format to the architectural and cultural characteristics of each location. Red portals, carousels, double-decker buses, dedicated graphics and live-play demo areas form a flexible design kit that generates immersive and replicable experiences.

The Italian Hamleys format ensures continuity and recognizability while enhancing contextual specificity. In Milan, on Corso Vittorio Emanuele, the two-level store is organized around the monumental BBPR staircase, conceived as the scenic and spatial core. The staircase defines an internal square where the red Hamleys bus and the Milanese tram coexist, while the entrance portal recalls the arches of the Duomo and customized elevators welcome visitors with the greeting “ciao Milano”. In Rome, within the Galleria Alberto Sordi, the project enhances the monumental character of the historic space. A large gold and red arched entrance introduces a piazza-like environment, where protected mosaic floors, gilded ceilings, a custom chandelier and panoramic elevator create an immersive experience enriched by city-specific graphics. In Orio al Serio, the format adapts to the shopping mall context, emphasizing analog play experiences. The luminous portal, carousel with horses and demo areas become devices for interaction and discovery. In Pompeii, within the Maximall, the dialogue with the territory is expressed through a metal portal, a circus-tent-inspired ceiling and a semicircular glass façade welcoming visitors with the inscription “Hello Pompei” and graphics dedicated to local monuments.
While sharing the same narrative framework, each store introduces distinctive elements linked to its architectural and urban context. The project defines a coherent yet non-serial system, where the Hamleys format interprets place while strengthening brand identity.