Hamleys is probably the UK's most famous toy shop, but sadly the old website didn't reflect the heritage and excitement of visiting the store.
Spread over a number of floors, all selling different types of toys the shopping experience is truly a remarkable one. I wanted to tie the physical experience with the digital one. Why couldn't users experience the charm and joy of the store in the comfort of their homes.
The below concept shows this idea, where the navigation is a vintage 'Willy Wonka' style elevator, and the site content is anchored to each floor. The pages dynamically change as the user explores each floor, as well as finding hidden treasures between the rafters.

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