The Hamleys Shopfitting Project was a vibrant and dynamic transformation of the entire top floor at the world-famous toy retailer’s London flagship store. This bespoke commercial fit-out was completed in just 3 weeks by the Soho Shopfitters team, incorporating colourful design, custom catering units, electrical works, and plumbing—crafted with playful energy and precision.
Working to a tight schedule, our team collaborated closely with Hamleys’ project leads to bring a bold vision to life. We delivered a seamless integration of aesthetics and functionality that reflects the Hamleys brand—fun, imagination, and unforgettable customer experience. Every curve, colour, and counter was carefully crafted to ensure the space felt immersive, family-friendly, and operationally sound.
Hamleys is the oldest and most iconic toy shop in the world, founded in 1760. With its flagship on Regent Street, London, the store is a must-visit for families and tourists from across the globe. Spanning multiple floors, each level offers a different experience—but the top floor was due a major refresh to match the magic below.
As part of their ongoing evolution, Hamleys commissioned Soho Shopfitters to completely redesign and refurbish the top floor, transforming it into a colourful, engaging space for refreshments and family seating. The result is a vibrant, themed catering zone that ties into the overall in-store journey.
This was a full interior refurbishment project, transforming the entire top floor of Hamleys into a vibrant, family-friendly catering space.
We carried out a complete strip-out of the old units and delivered a full reconfiguration of the floor layout. The project included the design, fabrication, and installation of bespoke catering counters, all tailored to Hamleys’ distinctive branding. Every element was built to meet high footfall demands, food service regulations, and aesthetic standards, ensuring the finished space felt both magical and functional.
The fit-out included new services infrastructure, colourful custom finishes, and child-friendly design details to enhance the overall visitor experience and support commercial operations.
Refurbishing a busy floor within an active store like Hamleys came with logistical challenges—limited working hours, noise restrictions, and the need for full safety compliance while the store operated downstairs.
We liaised daily with Hamleys’ operations team to schedule works during off-peak hours and evenings. Our ability to coordinate multiple trades quickly and efficiently meant the floor was transformed without disruption.
We also had to fabricate completely bespoke counters to fit into tight existing dimensions—while accommodating refrigeration, service access, and customer interaction points. All materials used were durable, food-safe, and suitable for high footfall environments.
The finished floor is a bold, immersive catering zone that complements the magic of the rest of the store. The refurbishment has delivered:
This Hamleys space now serves as both a practical food service area and a joyful part of the in-store journey for families and children.
Our ability to blend playful design with serious craftsmanship made us the ideal partner for this project. We brought together bold colours, curved counter forms, and practical fit-out knowledge to create a space that delivers on brand and performance.
As a leading retail fit-out specialist, Soho Shopfitters thrives on projects where creative design meets commercial demands. The Hamleys top floor refurbishment is a perfect example of how we bring visions to life on tight timelines, without compromise.
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Regent Street, London
Full Floor Refurbishment & Catering Counter Fit-Out
3 Weeks
Soho Shopfitters is a leading London-based shopfitting company specialising in retail, hospitality, and commercial fit-outs. From bespoke joinery to complete shop refits, we deliver high-quality finishes tailored to your business.
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