New York City Flagship Store
The FAO Schwarz flagship store, located in the General Motors Building at Fifth Avenue and 58th Street in Manhattan, is currently the brand’s only store location. The store includes a concierge and "Personal Shoppers" to help customers find presents, in addition to a notable selection of toys, games, books and displays.
In 2001, the store was redesigned by architect David Rockwell of The Rockwell Group in collaboration with Paul Gregory of Focus Lighting. The FAO Schwarz Fifth Avenue flagship store now features a Grand Hall entrance and award-winning lighting that includes almost 80,000 LED lights mounted on the ceiling above the main atrium space. Each LED light is individually addressable and creates a dynamic light show.
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—Brachiate Guioth De Espinosa, Colombian storekeeper. As quoted in the New York Times, p. A6 (July 15, 1994)
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“I stopped believing in Santa Claus when I was six. Mother took me to see him in a department store and he asked for my autograph.”
—Shirley Temple Black (b. 1928)