The proud FAO Schwarz flagship store, shuttered for most of 2004, reopened its doors on Thanksgiving Day. But it waited a few weeks before inviting 2,000 or so past and present patrons to a gala reopening party in the massive, David Rockwell-redesigned space.
To avoid closing the store early to prepare for the party and wasting perfectly good holiday retail time, FAO vice president of corporate services and special events Nanette DiFalco led a team of FAO Schwarz employees and staff from RCano Events in a two-hour effort after the store’s closing to transform the space into an extravaganza of life-size toy soldiers, giant-sized keyboards, and tiny ice cream cones for dinner.
Robert Cano and his staff, which has handled all internal functions and parties for the store since its reopening, needed military-style organization to cope with that many guests in that big of a space. The store's warehouse was pressed into service as a kitchen, as many as 100 waiters roamed the floor at once, and the 60 staffers behind the scenes treated the event as essentially three separate parties—running each one separately on the store's three floors.
To limit potential damage to the toys—which were out and played with all night—only clear liquids (water, white wine, and champagne) were served. FAO employees entertained partygoers with demonstrations of toys big and small.
But the best toy, given to each guest at the end of the night, punctuated the message that the store was back. Guests left the party with their own FAO Schwarz teddy bears.
—Greg Lindsay
Photos: Courtesy of RCano Events
To avoid closing the store early to prepare for the party and wasting perfectly good holiday retail time, FAO vice president of corporate services and special events Nanette DiFalco led a team of FAO Schwarz employees and staff from RCano Events in a two-hour effort after the store’s closing to transform the space into an extravaganza of life-size toy soldiers, giant-sized keyboards, and tiny ice cream cones for dinner.
Robert Cano and his staff, which has handled all internal functions and parties for the store since its reopening, needed military-style organization to cope with that many guests in that big of a space. The store's warehouse was pressed into service as a kitchen, as many as 100 waiters roamed the floor at once, and the 60 staffers behind the scenes treated the event as essentially three separate parties—running each one separately on the store's three floors.
To limit potential damage to the toys—which were out and played with all night—only clear liquids (water, white wine, and champagne) were served. FAO employees entertained partygoers with demonstrations of toys big and small.
But the best toy, given to each guest at the end of the night, punctuated the message that the store was back. Guests left the party with their own FAO Schwarz teddy bears.
—Greg Lindsay
Photos: Courtesy of RCano Events
Caterwaiters from RCano Events played on a giant keyboard at the FAO Schwarz store reopening party.
Mini ice cream cones were among the kid-friendly fare served at the event.
David Rockwell redesigned the store’s interior.
An FAO Schwarz employee entertained kids and parents with a toy demonstration.
