Camp's 10th location will feature an immersive experience inspired by a beloved, Academy-award winning Disney movie.
A family-friendly retailer is bringing its unique immersive experiences to the nation’s capital this holiday season.
In early December, Camp will unveil its 10th location, opening a 10,730 sq.-ft. store at Tysons Corner Center, Tysons, Va., which is just outside of Washington, D.C. The center is operated by real estate developer Macerich. Similar to Camp's other locations, the new outpost will be part toy store, part party venue and part immersive theater space.
“We know that our guests who come from all over the country and the world to spend time at Tysons Corner Center will adore this singular retail, theater, entertainment concept,” said Doug Healey, senior executive VP, leasing, Macerich. “Macerich focuses on bringing exciting, fresh experiences to our top-performing regional town centers, including Tysons Corner Center, and we know that Camp will be a huge hit with families here.”
The new store’s first activation will be its ticketed “La Familia Madrigal” experience, inspired by Walt Disney Animation Studios’ Academy Award-winning film Encanto, which is about a multigenerational Colombian family, the Madrigals. The hour-long experience (which was created in collaboration with Disney), begins as customers pass through the store’s rotating wall called the “magical bookshelf” and into a colorful 5,000-sq.-ft. room.
Once inside, customers can climb around Antonio’s rainforest, spin through Isabela’s flower-filled room and slide down into the courtyard, among other interactive immersions. Throughout the activation, associates lead singalongs to the film’s favorite tunes including “We Don’t Talk About Bruno” and “Surface Pressure.”
The store’s remaining square footage will feature permanent retail space called “The Canteen,” which will be filled with toys, clothing and accessories. This additional space will also highlight a slime creation station, a “CAMPitheater” performance space for live events, and two party rooms for youngsters' birthdays.
“I can’t wait to see the smiles on faces when stepping into our newest Camp location at the preeminent Tysons Corner,” said Jenica Myszkowski, co-CEO, Camp. “Our Camp Canteen will be the ultimate gifting destination this holiday season with the best selection of toys and books and many playable moments for kids to enjoy while grown-ups shop.”
Camp, which launched its first store in 2018, currently operates nine retail locations across Georgia, California, Connecticut, Massachusetts, New York, Texas and Chicago, as well as a website.