221 West 116th Street
New York, NY 10026
Tel 212-865-1565
Fax 212-865-4217




New York, NY

Interior Design

Rockwell Group


Lumen Award of Merit
IESNA Award of Merit - IIDA
GE Edison Award of Merit

FAO Schwarz

The newly renovated FAO Flagship store was redesigned by architect David Rockwell in collaboration with lighting designers Focus Lighting, Inc. NYC. The famous store reopened its doors on Thanksgiving Day amid thousands of awaiting fans. The brightly lit store features almost 80,000 LED lights mounted on the ceiling above the main atrium space (roughly 140-feet by 60-feet). Each LED light is individually addressable and creates a dynamic light show intended to inspire creativity and capture imagination. The vibrant ceiling is intensely noticeable from 5th Avenue, and creates the illusion that the store is wrapped in light. The programming of the LED lights is intended to educate children with themes such as color wheels and geometric shapes.

The main atrium space contains (3) full size urban tree houses, in which customers an climb up among glowing foliage patterns. The product below is brightly illuminated by metal halide fixtures above, mimicking sunlight streaming through the trees and creating the shadows of a forest on the floor.

Right in time for the holiday season, the store is capturing the attention of New York City’s children and adults alike. The bright, clean design of the lighting and architecture sets off the product and allows imaginations to run wild.