Babies “R” Us – Baby Lab

Project Details


Toys “R” Us, Inc.


Bridgewater, New Jersey


36,700 square feet




To transform the existing store into a new concept store called the “Baby Lab”. The newly renovated store is meant to provide interactive displays for parents to get a hands on feel for the products offered, as well as offer classes to the public, from mom to baby.


We expedited local planning board approvals to allow fast-track construction and grand re-opening to minimize the impact on sales and guest satisfaction. The impact was felt immediately. Classrooms were full of toddlers singing and dancing, while parents gathered and mingled in the café outside the classroom. The overall layout and design of the store provides parents and parents to-be a warmer and more personal experience, much different than the former “warehouse” style layout. Babies “R” Us now has a model store for the new design concepts to observe and verify the new program is creating a better user experience for their guests and implement those facets into future prototype design. We worked in conjunction with Dalziel & Pow and were the architect and engineer of record.