In an era where chil­dren are hooked to gad­gets such as phones and tablets to en­ter­tain them­selves, here comes a store that re­minds them of the joy of play­ing with toys. Joy­box’s vi­brant and play­ful space beck­ons chil­dren and par­ents to walk in and ex­plore


Strolling through the mall, it is hard to miss the play­ful visual ex­pe­ri­ence en­coun­tered at the Joy­box fa­cade which makes you stop and have a peek . Crafted for kids, the de­sign con­cept of the store was to thrill the chil­dren and even the par­ents, who will ul­ti­mately make the pur­chase. At the en­trance, an ab­stract façade in a play­ful form wel­comes cus­tomers in two dif­fer­ent heights, one for the adults and another for kids. Moulded from fiber ring forced plas­tic, the en­trance also car­ries the sig­nage in vi­brant colours which is in tune with the de­sign lan­guage of the store. Joy­box is strate­gi­cally di­vided into three zones, which be­gins with the en­trance which is a com­par­a­tively larger space and serves to be a wel­come arena. The sec­ond zone is a re­laxed space where cus­tomers can get de­tailed in­for­ma­tion about the toy and its suit­abil­ity for var­i­ous age groups. A semi-cir­cu­lar bright sofa is placed un­der a dra­mat­i­cally re­volv­ing tree with hang­ing toys, a meta­phoric rep­re­sen­ta­tion to real fruits. The rear end of the store is ded­i­cated for chil­dren to in­ter­act and play with var­i­ous toys. Here, the soft vinyl floor­ing acts as com­fort­able sur­face to play and also en­sure that chil­dren are not in­jured while play­ing around. The pe­riph­ery of the store has been used to dis­play toys, which are grouped ac­cord­ing to var­i­ous cat­e­gories. Cor­re­spond­ing sig­nage with cre­ative ti­tles such as Joy of Com­mu­ni­ca­tion, Joy of Knowl­edge and Joy of Chal­lenges have been in­stalled to guide

the shop­per through the space and as­sist them in their pur­chase. The back­lit back­drop in a neu­tral tone works well to high­light and showcase the colour­ful toys dis­played on the shelf. Bright and vi­brant coloured graph­ics adds to the de­sign lan­guage of the space, while cre­at­ing a fun-filled at­mos­phere. The store par­tially avoids the use of stan­dard lights, where light­ing fix­tures were con­sciously de­signed for ef­fects which match the mood and de­sign con­cept of the space. The flashy col­or­ful ver­ti­cal sur­faces were sig­nif­i­cantly bal­anced with the dark brown wooden floor­ing which gives a con­tem­po­rary look to the store. A play­ful na­ture beck­ons through the funky shaped nest­ing ta­ble, the re­volv­ing tree and the semi­cir­cu­lar seat­ing. The col­ors and graph­ics were taste­fully used par­tic­u­larly de­pict­ing a kid’s wish list and dream ci­ties. The en­tire feel of the store is a pre­view to new age de­sign con­cepts and brand iden­ti­ties be­ing em­ployed in In­dian re­tail en­vi­ron­ments. The di­ver­sity in the treat­ment of dif­fer­ent zones, which are still part of a larger sin­gle space, is an in­ter­est­ing ap­proach to store de­sign. At Joy­box, the de­sign takes on a holis­tic ap­proach in­volved in pur­chas­ing toys for chil­dren. The store lay­out and func­tion­al­ity,

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