2002 Retail Project of the Year, New York Construction magazine. Focus Lighting provided the ideas that are the main components of the store's exterior design. Glass windows on all three floors are lined with scrolling 'screens' in six foot side sections. Each scroll contains several 'panels' including one in white, one in color, one in clear plastic, and areas for interchangeable ads or graphics. When the clear panel is in place, the windows of the facade become clear glass, with views of the the 60 foot high Ferris wheel and other interior features. By controlling all the scrolls at once, the entire face of the building can be transformed in a single second into an enormous white cube, a three story tall advertisement, or a collage of children's faces. Even in the visually competitive Times Square area, the Toys 'R' Us store commands attention. At the roofline perimeter of the building are fifty-one specially modified custom 1000W F series floodlights. The F Series floodlight was chosen not only because of its superior photometric performance, but because of its marine grade alloy to withstand the harsh winter climates of New York City. The project incorporated a custom dowsing shield to provide a theatrical effect to compliment the electric environment of Times Square.