Open, a Toronto-based creative design agency, recently collaborated with Toys R Us Canada to create signage and other branding for Wonderlab, a new educational concept store in North Vancouver.

Carrying only products that encourage learning, creativity, exploration, role playing and discovery, the first Wonderlab by Toys R Us opened on June 1. At 743 m² (8,000 sf), it is only about one-third the size of a regular Toys R Us store. If successful, it could lead to similar stores elsewhere, although there are no plans to take the concept outside Canada.

According to Design Edge Canada, Open’s mandate for the project involved designing the store’s logo, décor and advertising campaign elements. Wonderlab features an interactive Lego shop, a Crayola craft zone and a LeapFrog demonstration area, among other long-term merchandising stations and point-of-purchase (POP) displays.