A brand-driven facade design for Hamleys’ flagship store, integrating display windows to support brand storytelling and partner visibility.
Hamleys, Yolo Creative Technology
2 Months
Brand & UX Designer
SketchUp, Adobe Photoshop
BACKGROUND
Hamleys acquired an existing building as its new flagship store in China. The project explored how Hamleys’ brand identity could be translated into a facade design, responding to the features and constraints of the existing architecture.
CHALLENGES
Brand Expression
Expressing Hamleys’ brand identity through a facade design within the constraints of an existing building.
Visual Restraint
Communicating Hamleys’ brand character with visual restraint to avoid facade overload.
DESIGN
Hamleys collaborates with multiple partner brands. To support co-brand visibility, the facade design integrates display windows into the existing glass structure, eliminating the need for external billboards. This approach preserves architectural coherence while accommodating commercial display needs.
Given Hamleys’ identity as a toy retailer, the facade adopts a gift-box form during festive periods, when toys are most often purchased as gifts. This strategy frames entering the store as an act of unwrapping, turning the customer journey into a moment of discovery.
KEY TAKEAWAYS
The project reinforced the value of visual restraint, expressing brand character clearly while avoiding excessive decoration that could compromise architectural coherence and visual clarity.
Rather than relying on external signage or billboards, integrating commercial display into the facade demonstrated how brand visibility can be achieved while preserving architectural integrity.
Facade design can extend beyond visual form to actively shape user experience. By treating the building exterior as part of the customer journey, the design strengthens brand storytelling and creates a more immersive and memorable experience, rather than functioning as a purely architectural surface.
