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We worked with Build-A-Bear to develop an experience strategy and store design based on consumer research. The goal was to create an environment that would be relevant and engaging for all consumers. After fielding a multi-dimensional research program with kids and moms, we scripted a consumer journey based on the unique retail-entertainment shopping experience of the brand “where best friends are made.” 

The new design focuses on making the unrivaled, make-your-own furry friend experience even more engaging, intimate, and memorable for guests by elevating the creation process. Each step along the journey builds excitement and adds to the sense of discovery.  

The main focal point of the space is the bigger than ever, Build-A-Bear Workshop stuffer, prominently placed in the heart of the store. Technology is seamlessly integrated to enhance the hands-on experience and flexible fixture systems allow for dynamic product presentation with multiple storytelling vignettes. Other additions include vibrant wayfinding and signage and a new “Imagine Wall” with interchangeable trends and ideas for kids to interact with. This Build-A-Bear store serves as the brand’s “discovery store” and continues to outperform its heritage stores in all aspects.