Chute Gerdeman Designs New FAO Schwarz Flagship Store

This morning, FAO Schwarz opens its new flagship location in New York City. Chute Gerdeman – a division of FCB/RED – designed the new store located in the Rockefeller Plaza. The FAO Flagship capitalises on the Art Deco architecture of NYC and amplifies memories of the best FAO experiences from years past. Toy soldiers are stationed outside of the entrance, outfitted in brand new uniforms designed by International Supermodel Gigi Hadid.

The new store also features the famous FAO Schwarz dance-on piano – along with a three-story, three-dimensional Clock Tower and FAO Schwarz’s newest icon: the Rocket Ship Staircase.

Denny Gerdeman, co-founder & chairman at Chute Gerdeman, says: “Chute Gerdeman is proud to have partnered with ThreeSixty Brands to bring FAO Schwarz back to life in this iconic destination at Rockefeller Center. The new FAO Schwarz experience is a perfect example of the power of the retail store to connect brands to shoppers, and create lasting memories.”

Jay Highland, chief creative officer, adds: “Our collaboration with FAO Schwarz ignited our imaginations and fueled our creativity. This is a once-in-a-lifetime opportunity to craft experiences that encourage hands-on play for wide-eyed kids of all ages. The store is a sensory playground, with twists and turns and discoveries around every corner—a truly interactive, dimensional, and fantastical place.”