Once Upon A Toy

The Once Upon A Toy Store, located in Edwardsville, Illinois, is an example of “Architecture As Advertising.”  The project, which was complete in 1998, consisted of the renovation and adapted reuse of an existing and abandoned metal building, into a retail toy store.  The 6000 s.f. shell was gutted and transformed into a playful and very functional store using simple materials, bold forms and color.

Using a few new Architectural elements which are both applied to the exterior and penetrate the building into the interior of the space, we were able to unify the interior and exterior design.  These elements are all multifunctional and affordable, adding drama and creating innovative merchandising opportunities.

This project was a success at every level.  The collaboration between Owner, Architect and Contractor was stellar, resulting in a project that was as fun to build as it was to design.  As for “Architecture As Advertising”, the building continues to attract new customers who would not likely have a reason to shop.