TOYS R US 

ARCHITECTURAL BRANDING WAS REALIZED IN THE TOYS R US STORE IN TIMES SQUARE, NEW YORK. TO IDENTIFY TOYS R US IN THE MEDIA- DENSE ENVIRONMENT OF TIMES SQUARE, GRACE ONG YAN AND AN INTERDISCIPLINARY TEAM AT GENSLER'S BRANDING STUDIO DEVELOPED AN INNOVATIVE SCROLLING BILLBOARD THAT WOULD GENERATE ITS OWN ADVERTISING REVENUE.
THE “BUILDING BOARD” CONSISTS OF 165 INDIVIDUAL MODULES, ON THE SAME GRID AS THE CURTAIN WALL SYSTEM. EACH IS CONTROLLED BY A SCROLLER, ALLOWING UP TO SEVEN SEPARATE SCENES TO BE DISPLAYED, CREATING A DYNAMIC CHOREOGRAPHED SHOW. AN EIGHTH PANEL, WHICH IS CLEAR, REVEALS THE INTERIOR OF THE STORE.