The flagship store in downtown Manhattan for this children’s book publisher was the first new building to be constructed in the Soho Cast-Iron Historic District in Manhattan. It is the only New York design by the Italian architect Aldo Rossi. The building’s main identification is cast into the Broadway facade, while retail logos flank the entrance. Entering the the space, larger than life characters and dimensional pages are displayed in different zones where visitors can play, learn, or just relax. These installations work as flexible backdrops to merchandising that is renewed seasonally and changeable graphics are designed to support product updates and promotions.