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
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.
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.
Bold, brutalist remake of a Soho flagship building showcases the brand's "Raw Architecture" aesthetic. Sparse, sustainable fittings in a generous space, evoke 'art gallery' and luxury at the same time
Aspirational furniture and interior design at the hotel-meets-oligarch level! Lovely building, rooftop cafe and views.
Similar shops
Louis Vuitton ramps up our understanding of "Landmark" with two buildings on 5th Ave (one, a gastro-theatrical brand experience, and the other a near-art homage to their luggage). "Bold" is one word!
New brand showcase store featuring an exhibition space, cafe and learning area for this heritage-meets-technology photography and imaging brand.
A lab/clinic/party setting in which you blend your own lipstick shades, lip balm etc. Appointments range from an hour (for one person) to all-day events for larger groups.
A pop-up store for winter 2024-5 in the heart of Soho. A "locker-room" fit-out and plenty of red vinyl is in keeping with the brand's values. The store blends NYC-specific products with promotions.
A permanent pop-up of food pop-ups. Brands get a 'residency' in the store to be promoted, get metrics and traction. It's a curated, discovery store.
Upscale doll store for specialty dolls, with hair salon, cafe and events. A cross between a pet store and a lego store, but for dolls. Owned by Matel. Dolls are highly characterised, with their own bl...