Imaginarium

"Imaginarium" is a portmanteau of "imagination" and "rium" (place), and it is the name of a toy brand from Spain. The flagship store is located on Passeig de Gràcia, a prominent street in Barcelona, facing Antoni Gaudí's famous Casa Milà across the street.

The store carries 23 different product lines, each with its own unique area, yet all are designed to create a cohesive space. Considering the space's long and narrow proportions—6 meters wide and 28 meters deep—it was thought that the spatial characteristics of a cave might meet this need. Although not entirely visible at once, the space unfolds continuously deeper inside.

The five levels of display shelves have smooth, curving lines, mimicking the natural terrain with contour lines. Locally, parts of the shelves protrude like "tongues," transitioning into displays for promotional items, area signs, tables, chairs, counters, bookshelves, and partitions, creating a variety of activities.

The products and their packaging often use primary colors. To enhance this use of color and to add vibrancy to the space, the walls are rainbow-colored. The vertically graduated rainbow wallpaper is custom-made, hoping to give children the sensation of being enveloped in a rainbow.

The entrance features doors for both adults and children, a traditional icon of Imaginarium. In this flagship store, this excellent essence is preserved while upgrading to an integrated form of large and small circles.

One might wonder if Gaudí would smile upon seeing this colorful and organic space, "Imaginarium."