STUDIOCANAL Kids & Family partnered with O12 to expand and reimagine the Paddington flagship store within one of London’s busiest transport hubs - transforming it into a high-performing, experience-led retail environment ahead of the Paddington in Peru launch.
This was more than a design update. It was a commercially driven flagship evolution delivered within a live railway environment, supported by a temporary pop-up retail space to maintain brand presence during works.
O12 combined in-store experience design with operational intelligence - creating a space that balances immersive storytelling with fast-moving commuter behaviour.
Key Takeaways
• Flagship expansion delivered within a live station environment
• Brand evolution aligned to major film release
• Experience-led store design that prioritises product clarity and flow
• Operational efficiencies embedded into layout and storage systems
• Modular fixtures enabling long-term flexibility and campaign updates
• Measurable commercial uplift across footfall, revenue and basket value
Result:
A flagship store that balances ambition with practicality - delivering strong commercial growth while reinforcing Paddington’s cultural presence in a high-traffic location.
The Challenge
With the November 2024 release of Paddington in Peru, STUDIOCANAL Kids & Family set out to expand, reimagine and redesign their flagship store at Paddington railway station, elevating it to true flagship status.
The space needed to align with the new film, appeal to children and adult fans alike and perform within one of London’s busiest transport hubs. At the same time, the brand had to remain visible and commercially active throughout redevelopment.
Prior to refurbishment, footfall had declined sharply and average basket value was softening, reflecting wider retail pressures and the limitations of the existing environment. The store was commercially stable but underperforming against its potential within a high-traffic location.
The brief was therefore twofold: re-establish the store as a flagship expression of the brand while delivering measurable improvements in visibility, engagement and commercial performance through strategically led in-store experience design.
The Creative Vision
We created, developed and delivered a fully extended and reimagined flagship store, supported by a temporary pop-up retail space within the station to ensure the brand remained visible and accessible in the run up to the blockbuster movie release.
The ambition was to build a social-ready retail experience that felt playful, immersive and flexible - celebrating every era of Paddington, from classic collections to the TV series and movie franchise.
Our design placed product first, ensuring clarity across collections while creating moments of discovery. The front windows became storytelling zones, evolving with seasonal campaigns and drawing commuters into the space. A hero collection took centre stage, while surrounding zones supported deeper brand engagement.
The goal wasn’t simply visual impact. It was to create a space that felt alive, layered and unmistakably Paddington.
Designing for Real Life
Working inside a railway station brings unique operational pressures. High footfall, time-sensitive customers and delivery constraints meant the design needed to function as intelligently as it looked.
• The layout was built around clear zoning:
• Grab-and-go tables near tills for fast-moving travellers
• Immersive storytelling zones for slower exploration
• High-impact hero product placement
• Perimeter displays for broader collections
This structured approach ensured that retail creative ambition was balanced with practical delivery from the outset.
Operational considerations were embedded throughout. Deliveries, stock management and merchandising density were carefully planned to minimise disruption while maintaining strong product visibility.
Given the station’s unique layout - with storage facilities located across the concourse - replenishment historically required staff to travel between spaces throughout the day. To address this, a feature roller racking solution was integrated behind the till area, optimising back-of-house storage within a minimal footprint. This reduced staff travel time, improved replenishment efficiency and allowed the team to remain focused on customer service during peak trading periods.
High- and low-density shelving zones further supported adaptable merchandising while keeping the space navigable and accessible.
Thoughtful store design and build considerations were integrated from the earliest stages, aligning creative development with build realities.
Built to Flex & Evolve
A modular fixture system was introduced to support long-term adaptability. Seasonal campaigns, product updates and future expansions can be implemented without structural overhaul.
For evolving brands tied to film releases and cultural moments, this flexibility protects both budget and creative momentum.
Interactive touchpoints further enhanced engagement. A standout shareable Paddington bench photo moment invites visitors to sit beside Paddington himself, transforming the store into more than a retail environment. It becomes an experience.
These elements helped shift the store from purely transactional to immersive and memorable, creating a space that invites interaction rather than simply facilitating purchase.
The Result
Opening March 2025, the refreshed Paddington flagship store is playful, practical and purpose-built for its setting.
It delivers:
• Strong visual impact
• Clear customer flow
• Operational efficiency
• Long-term flexibility
• Memorable, shareable experiences
Commercial Impact
The refurbishment delivered immediate and sustained commercial growth across all key retail metrics.
Since reopening in March 2025:
• +83% increase in average weekly footfall
• +61% increase in average weekly revenue
• +12.5% uplift in average basket value
Peak weeks recorded footfall growth of +94% and basket increases of up to +16% year-on-year.
The refreshed environment also significantly expanded digital engagement, with social performance increasing by +282% in likes and +180% in reach, reinforcing the store’s role as both a retail and brand platform.
Together, these results repositioned the Paddington flagship as a commercially resilient benchmark for future expansion.
