Bringing the Magic of Madame Tussauds to Retail

Madame Tussauds has long been a global icon in entertainment and celebrity preservation, attracting over 500 million visitors to its London attraction alone. With around 2.5 million guests annually, the gift store plays a crucial role in extending the brand experience. However, while the main attraction is regularly refreshed to reflect the latest trends in film, music, and pop culture, the gift store had not been updated for several years. Recognising the need for a revitalised retail experience, Madame Tussauds’ marketing and operations teams partnered with Closed Sundays to reimagine the store and enhance its potential.

A Bold & Immersive Retail Transformation

In just five weeks from concept approval, we delivered a completely refreshed retail space, designed to:

• Align the gift store with the magic and excitement of the main attraction.
  
  

• Enhance customer engagement with a more immersive shopping experience.
  
  

• Boost sales and visitor satisfaction, leaving guests with a lasting final memory of their Madame Tussauds visit.  
  
  

The Results – A Global Retail Success Story

The revamped store has been a huge success, increasing both sales performance and brand alignment. The concept has since been rolled out to Madame Tussauds locations in London and New York, with additional sites planned soon.