sector: Toys
district: Union Square
110 5th Ave, New York, NY 10011, United States
In a nutshell
A reimagining of a toy store: child-centred, but adult-savvy. Combines the theatre of a 'secret behind the scenes' area and incredible staff, and a buzz like an affluent Soft Play afternoon.
In their words
"Camp is a Family Experience Store
Inside Camp are rotating themed experiences.
Every surface is a seamless blend of play and product."
Visit Field notes
This used to be one of the most radical and "wow" stores. The "secret door" was a hinged built-in shelf unit that would rotate to give access to a magical and enormous 'hidden room'. That room was a zoned toyshop with an open-box-and-experience approach, along with a soft-play-meets-car-track experience in the middle. In recent years the toy-play-centred approach has been supplanted by a theatrical approach - access to the secret room is for programmed, ticketed events, often collaborations with media titles (over winter 2024 it was a Bluey collaboration). Consequently the store is not currently a 'wow' for casual visitors, but the impact on children and their parents (with bookings!) is still work seeing. Sign up to their membership programme to see the excellent comms and how they build excitement and community year-round.
Other Reading
Buzzfeed: https://www.buzzfeed.com/louisekhong/camp-toy-store-nyc
New York Times: https://www.nytimes.com/2019/12/19/nyregion/toy-store-camp-nyc.html
LAST VISITED
21/11/2024
Added
2019
COMPARE WITH
A Meatpacking showcase for the electric-first, chunky 'Adventure vehicles" - experience, learning, configuration and test drives, with lots of lifestyle design queues in a generous location.
Samsung goes one further than the Apple Store
Started as a vintage store, with sustainability at heart, now a manufacturer and modern brand that also weaves digital and data into the store/changing room experience.
This store encapsulates the vision to be the future of the pet industry - services, expertise, learning and health. A real destination.
Similar shops
Vibrant exemplar of a flagship store
The flagship is an homage to Brooklyn, with stainless steel, oak and brick. The monolithic kiln-like brick centrepiece dominates the apparel+sneakers+treats destination.
This 2-floor store blends local sourcing, full service, Amazon integration and innovative payments in the burgeoning Hudson Yards area. Best place to see Amazon One (pay with your palm) in NYC.
A hip-homage streetwear brand from the former brand director at Supreme, Angelo Baque.
Started as a vintage store, with sustainability at heart, now a manufacturer and modern brand that also weaves digital and data into the store/changing room experience.
Stylish, recently-expanded store to highlight the On running range, with an extended selection of clothing. Hidden gait analysis and the 'magic wall' that reveals all sizes. Enormous window frontage.
