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Hamleys, established in London in 1760, lands at Palladium Mall, Lower Parel, as a full theatre-of-play retail floor, anchored by a life-size London double-decker bus and a ring of distinct, fully themed toy zones.
A neon "Hamleys" wordmark and checkerboard flooring set the arrival moment, while a red "Route 94" double-decker bus, complete with its own driver's cab and mascot face, anchors the floor as the store's signature photo moment.
Beyond it, the floor unfolds into distinct worlds: a plush-toy aisle under a green leaf canopy, an Action Figures and Star Wars wall lit in red and gold, an interactive LEGO build table, and a cloud-ceilinged pre-school zone in soft pastel greens, each with its own signage, palette, and circulation.
Design Strategy
Frequently Asked Questions
Hamleys' interior is anchored by a life-size London double-decker bus and neon signage, then unfolds into fully themed zones, each with its own palette, ceiling treatment, and signage — for action figures, LEGO, plush toys, and pre-school play.
Key highlights include the Route 94 London double-decker bus with its own driver's cab, a carousel centrepiece under a fairy-light canopy, a London-skyline mural strip along the Games & Puzzles aisle, and an interactive LEGO build table.
Hamleys uses a "theatre of play" retail style — London-heritage props and signature red branding for wayfinding, layered with zone-specific themes so each toy category feels like its own immersive world rather than a generic shelf.
The interior is designed by SprintCo, India's F&B and experiential design-build studio, which built Hamleys' Lower Parel store to carry the brand's London heritage into a large-format, zone-driven Mumbai retail floor.
Hamleys' Lower Parel store sits within Palladium Mall, part of the Phoenix Mills Compound, alongside other flagship international retail brands.
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