Las Vegas, NV (August 20,1997) – Phoenix-based AAD, best known for their architecture and production services for some of the nation’s most high profile retailers including Universal Studios, Warner Bros Studio stores and Citibank, has collaborated with J. Newbold & Associates to create an overscaled fantasy environment for FAO Schwarz. The store is located in Phase II of the Las Vegas Forum Shops and serves as the centerpiece of the new mall’s courtyard. The three-story (45 foot high) Trojan horse entry features a retail space in it’s belly; the head of the horse animatronically moves up and down and its’ nostrils smoke and eyes flare. Themed mechanisms pop out of trap doors in the horses body, including a singing cow, a monkey that drops from a rope and a Godzilla-fashioned hand holding a Barbie doll in it’s palm. AAD’s production services translated J. Newbold’s highly innovative vision into a functional, three-dimensional result. The store is scheduled for grand opening on September 1, 1997.

The store, totaling approximately 55,000 square feet, includes themed departments that are based on brands such as Stars Wars and Barbie. Twelve hundred square feet of the store, outfitted in rich wood finishes and display cases has been entirely dedicated to FAO Schwarz’s exclusive “Best of FAO,” a private chamber where personal shoppers, by appointment, present customers with the stores highest end items. For the first time in any of their locations, FAO Schwarz will also integrate limited food services into the store in the form of a the Star Wars Drink Bar which is modeled after the pub in the movie and features soft drinks and coffees themed around the film. A Monopoly Drink Bar was designed in reference to the board game appears on the second floor.

The design elements of the store serve as functional merchandising tools, moving customers through the themed departments and inspiring them to interact with the environment. Custom coloured and patterned vinyl flooring is used as foot paths that morph into the design of the themed departments. A wandering path connects the merchandising centers and all roads lead to a pair of two giant trees that creatively house the plush merchandise and emerge from the ground floor through the second story. An express escalator whisks shoppers directly to the third floor so they can experience the entirety of the space, from top to bottom. The mega-sized, mythical Trojan horse serves as an entertainment feature that literally draws shoppers from the mall into the store.

“Our biggest challenge on this project,” said Tim Pleger, AAD’s Vice President of Architecture, “was turning J. Newbold and Associates’ imaginative and whimsical designs into functional structures and retail spaces. The Trojan horse was an especially ambitious feat. Actually constructing the horse to meet building codes while retaining the aesthetic design drama was a big consideration. These kinds of functional, yet overscaled design elements are becoming the focal point for many retailers today. The integration of technologies such as video or animatronics is a another trend that we continually work with.”

“By the mere fact that this new location is in one of the most heavily trafficked malls in the world, we decided to pull out all the stops and make it extraordinary,” says Dik Glass

Vice President of Construction for FAO Schwarz. “Starting with initial design, through development and construction, this project has been in the works for over four years. We are very excited to present the finished product to the public in September.”

Since partners Carl Schaffer and Mike Steveson took the helm of AAD in 1992 the company has grown significantly to a staff of over 60 with billings that last year surpassed the $6 million dollar mark. Today, the company is one of the most sought after designers to provide architectural and interior design services for a large number of high profile clients in the retail and food service industries. AAD has earned a reputation for creating imaginative environments that attract enormous consumer attention and generate successes that often exceed the projections of their prestigious client base. Registered in 50 states, AAD specializes in providing architectural services to roll out new retail concepts worldwide. Large scale projects for Citibank, FAO Schwarz, Warner Bros. Stores, Planet Hollywood, Universal Studios and Host Marriott Services are among the more than 400 yearly undertakings that have brought the company to international prominence.
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