Build-A-Bear to Launch Three-Story Flagship at Orlando's ICON Park
A three-story immersive destination is set to anchor Orlando’s ICON Park this November, as Build-A-Bear Workshop prepares to open its most ambitious retail space to date. The location marks a significant evolution for the brand, introducing high-end customization and interactive culinary experiences to the competitive Florida tourism market.
The new site centers on the first-ever Build-A-Bear Design Studio, an appointment-only atelier where visitors collaborate with consultants to select fabrics, textures, and features for bespoke creations. The process includes digital visualization tools and a dedicated seamstress, moving the traditional make-your-own model into a premium, personalized service.
Beyond the studio, the facility features the interactive Build-A-Bear Bakeshop, where guests decorate their own desserts, and the 'Personalize Me' station. This section offers advanced customization options, including screen printing and embroidery on apparel and plush items. Designed in partnership with Chute Gerdeman—the firm behind the FAO Schwarz flagship—the space aims to capitalize on Orlando’s high volume of family tourism. CEO Chris Hurt described the venture as a physical manifestation of the company’s three-decade mission to foster connection through immersive retail. With over 650 locations currently operating globally, this expansion represents a strategic move to secure a larger footprint in major entertainment hubs.
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