FAO Schwarz Select Category Interior New York, US May 2024

This Hasbro Transformers shop-in-shop was designed to provide an immersive brand experience for parents, children, and fans at the FAO Schwarz flagship store in NYC. The massive Optimus Prime replica, which is motion-activated, anchors this story-telling experience with motion, audio, and lighting. As Optimus Prime speaks to the audience, different windows on the cityscape light up to complete this memorable experience.