CAMP, a toy store in New York's Flatiron district, offers an entertaining and immersive experience for kids and adults alike, filling the gap left behind after the demise of Toy 'R' Us with engaging and discovery-driven shopping

PSFK was invited to the opening of CAMP, a new toy store in New York’s Flatiron district that unites shopping and play through an immersive experience meant to evoke the fun and magic of summer camp.

“We wanted to create a retail experience that was immersive, engaging, thoughtful and built intentionally, with everything waiting to be discovered so kids could find their own way,” Tiffany Markofsky, CAMP’s CMO, told PSFK.

At the front of the store is the Canteen, a modern-day general store featuring exclusive CAMP-themed treats created in collaboration with Milk Bar. A secret door in the Canteen leads to a magical, immersive space, with different areas dedicated to various camp activities, such as arts & crafts, dance and a mess hall, with related merchandise to help “outfit” the campers appropriately.

The experience is meant to surprise and delight shoppers as they move through the space. Part of the appeal is the discovery of unique toys from small makers with a decidedly retro, analogue feel. “We have over 2,000 SKUs of merchandise,” Markofsky told PSFK. “We work with a ton of small, independent vendors. It’s not only about where you go to buy the hot new toy. It’s about discovery, so everything is built around that.”

Markofsky sees CAMP as an experience that appeals to the whole family and hopes that it will serve as a community gathering place. “CAMP is built for kids as well as their parents,” she said. “Quite often I go to places where my daughter is engaged and I’m not or I’m engaged and she’s not, so we wanted to create an environment where everyone is satisfied.”  She added, “The spirit in which this store was built was all very community driven.” The store has been offering classes for kids of all ages through the holiday season, and will kick off daily classes geared towards toddlers once the school year resumes in January.

The store will have a new CAMP theme every few months in order to ensure that there is always something new to discover. The first theme, Basecamp, is meant to evoke the classic summer camp experience, and will be the inaugural theme for the additional stores that CAMP plans to open in other U.S. metropolitan areas in the coming year.

CAMP

PSFK was invited to the opening of CAMP, a new toy store in New York’s Flatiron district that unites shopping and play through an immersive experience meant to evoke the fun and magic of summer camp.

“We wanted to create a retail experience that was immersive, engaging, thoughtful and built intentionally, with everything waiting to be discovered so kids could find their own way,” Tiffany Markofsky, CAMP’s CMO, told PSFK.

At the front of the store is the Canteen, a modern-day general store featuring exclusive CAMP-themed treats created in collaboration with Milk Bar. A secret door in the Canteen leads to a magical, immersive space, with different areas dedicated to various camp activities, such as arts & crafts, dance and a mess hall, with related merchandise to help “outfit” the campers appropriately.