Camp is a toy store concept in New York that combines shopping and play. The 10,000-square-foot Fifth Avenue flagship is designed to look like a summer camp and includes a central theme that changes every 8-12 weeks.
Customers enter through a permanent storefront called the Canteen, where a Milk Bar cafe serves Camp-themed sundaes and food items based on each new theme. The canteen sells toys, books, gifts, apparel, and everyday supplies.
A secret magic door leads to “Base Camp,” the experiential part of the store which offers camp-inspired activities such as sports, arts and crafts, dance, and theatre. It is sponsored by partners such as Mastercard, Rockets of Awesome (children’s subscription boxes), Kids Made Modern (crafts and room décor), and Primary (colourful basics for babies and children).
Children are encouraged to run around, touch things, play music on a piano-like boardwalk, and create their own songs on a switch board in the Radio Lab. There is also a disco room with a light-up dance floor, sequin-covered walls, and a live DJ.
Borrowing heavily from Disney World, high-traffic attractions are positioned next to purchasing opportunities. Those who prefer not to join the queue can buy tickets to skip the line. The classes and activities are aimed at new mothers during the workweek and young children during the weekends, and are meant to help Camp build a loyal, local customer base. Non-branded classes are 45-60 minutes long and cost $20-30 per child, with one parent admitted for free. They include activities such as “Marshmallow Animal Sculptures” and “Make Your Own Camp Pennant.”
In addition to an arts and crafts hut, there is also a “Campitheater” where children can learn songs from musicals and dance numbers in front of a fake campfire.
At launch in December the theme was “base camp, a nostalgic New England summer camp.” This will change in March.
The retailer is backed by BuzzFeed, whose chief commerce officer Ben Kaufman came up with the idea. He says: “I actually got kicked out of camp. I had gone to that camp for seven years straight and was a know-it-all. Camp provided us with the ever-changing nature of our experience. Some people went to nerdy camp and some people think of camp as camping in the outdoors.”
Rachel Shechtman, who is an investor in Camp and on the board of directors, is the founder of Story, a concept store which reinvents itself every 4-6 weeks, and the brand experience officer of Macy’s.
“While Story appeals to both adults and kids, its narratives are not specific to families or kids,” Shechtman said. “Camp is focused on families specifically. There are very few places for families to go that evoke a feeling of play and joy, with a great toy offering, and Camp is an answer to that. People want a higher return on investment for their time. Camp has programming from book readings to fun activities, like a bridge you step on that makes music or a slide that connects one bunk to the next.”
Plans are underway for Camp to expand across the United States.
Full address: 110 5th Ave, New York, NY 10011, USA
ADD WORKGROUP