EDGE

Edge designed Harrods' Toy Kingdom featured in Peter Rabbit film

Project News / March 2018

Edge designed Harrods' Toy Kingdom featured in Peter Rabbit film

Making cinema history, Harrods' opened its doors for the first time in history to a film crew. And it was to film a scene for the Peter Rabbit movie.  

www.telegraph.co.uk/films/peter-rabbit

In the scene it is the Toy Kingdom department, designed by Edge, that is featured!

The concept - “where dreams begin”, is centred around transferring the customer to another world - a world shaped by toys and one’s own imagination. 

The biggest change to the space was Edge's intervention to the positioning and layout of the furniture. This has created two new journeys through the space - ‘‘the fast track”, for the customer who knows exactly what they are looking for - centralised units lowered for easier sight-lines across the floor, and “the browse route” which includes walkways with moments of interruption, encouraging you to get ‘lost’ in amongst the toys, discovering new worlds.

A separate “toy concierge” environment for customers looking for a more private one- to-one service is testament to Harrods’ commitment to creating an extra layer of luxury and customer care.

If you haven't done so - watch it. You'll chuckle.