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The Grand America

Jou Jou


A Curious Boutique for Toys and Treats

The Challenge


There's no denying that the Grand America Hotel is the premier luxury destination in Salt Lake City—so when the opportunity arose to help design another retail space in this incredible setting, we couldn't believe our luck. With a relatively small footprint and the challenge to make the experience unlike any other toy store, our teams knew that blending tactile touchpoints with technological wonder would help us land in the perfect place.

Our Approach


JouJou provides a curious and whimsical escape from the humdrum adult world—a realm where imagination takes flight in the playful form of fire-breathing dragons, elusive fairies, robot warriors and peculiar monsters.
We embraced the challenge of bringing the environment to life. This haven for child-like curiosity includes a stunning new interior, a full brand identity, promotions, merchandise and packaging along with original toys and books. The finished location is a magical and interactive experience for all ages.

Project detail

Brent Watts, ECD / Struck

We wanted to create a space that encouraged kids and adults alike to explore and experience something unexpected at every turn.

What We've Done

Brand Strategy
Brand Messaging and Positioning
Brand Identity
Experiential Design
Interaction Design

Friendliest Monsters


Mike & Sully (Monsters, Inc)

Loch Ness Monster

Abominable Snowman

Cousin Itt

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