Hamleys toy store has spent 250 000 on the redesign of its fifth floor, unveiled this week.
It is designed by Carte Blanche Design Consultants, formed by former Fitch director Su Davies in 1993. Davies masterminded Hamleys’ interiors while at Fitch. Her consultancy has designed a Hamleys branch at the Channel Tunnel port at Folkestone.
“The fifth floor is now called Sport on 5 – it’s a total sports floor,” says Hamleys merchandise manager Alan Kearns, who describes the job as “a complete revamp, the fifth floor was not in the original Fitch refurbishment”.
Hamleys is planning to open replicas of its Regent Street store in eastern Asia or the Gulf. The design has “not yet been considered”, says a spokeswoman.