1514 Broadway


Toys “R” Us

Square Footage
110,000 SF

Gensler Architects

Toys “R” Us

Sciame was the Construction Manager responsible for the renovation of the centerpiece of the revitalization of Times Square, the five-story Toys “R” Us flagship store. Also referred to as “the center of the toy universe,” serves as the new prototype for the retailer’s worldwide operations. The megastore, which reflects the company’s updated branding strategy, expects to draw over 20 million visitors a year. The original building, which contained a pair of darkened theaters, has been transformed into a massive retail facility. The building contains a five-story atrium that integrates a 60-foot high ferris wheel visible from the street, a 20-foot tall, 34 foot long t-rex dinosaur, a life-size Barbie dream house, a kid-friendly café, and three levels of toys.

The unique program for the exterior signage incorporates a computer system that displays images on 165 individual 6’ x 5’ scrolling panels, which enhances the Times Square atmosphere. This system allows the store to make the entire facade on 44th Street, wrapping around to Broadway, one large illuminated, interchangeable sign. Inside, wide aisles lead the customer to a multitude of individual shops, i.e. Lego, Kinex, Bob the Builder, etc., all enhancing the shopping experience.

The construction required complex foundations, shoring, and underpinning for the removal of the existing steel structure. This allowed for the creation of atriums and other floor openings to accommodate the store’s design. The project was a fast track, design/build approach, requiring the pre-ordering of structural steel, the curtain wall, exterior scrollers, and many other long lead items, in order to meet the aggressive opening date for the retail season of 2001.

Project Awards

April 24, 2019

NY Construction News – Best of 2002
Best Retail Project of the Year

April 24, 2019

New York State Association of Architects
Award of Merit

April 24, 2019

Business Week/Architectural Record
Retail Award

Remembering the lives lost and the lives changed on this day 19 years ago... 🇺🇸 Photo of our scaffolding at the Times Square Toys”R”Us job site taken in 2001 shortly after 9/11 attack.
#neverforget #911 #september11 #nyc #newyorkstrong #sciame_toysrus

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Remembering the lives lost and the lives forever changed on this day 18 years ago... 🇺🇸 Photo of our scaffolding at the Times Square Toys”R”Us job site taken in 2001 shortly after 9/11 attack.
#neverforget #911 #september11 #sciame_toysrus

124 1