For NY's new emporium design is no kidding matter.

Kidville, NY, Manhattan's newest emporium for kids, was conceptualized as an escape for New York City families.

Conceptualized by founder Shari Mishner Stenzler and her husband, Andy, and designed by Gruzen Samton Architects, Kidville is a four-level, 20,000 s/f complex that offers more than 100 classes for children ages five and under to enjoy with their parents. Located at 84th Street, between Lexington and Third Avenues, Kidville, NY plays home to an indoor playground, a salon, a theater, a 50-seat cafe and a high-end retail boutique.

"We were given the challenge to create an environment that would appeal to caregivers as well as children--two demographics that are at least 20 to 30 years apart," said David Rozzi, director of interior design for Gruzen Samton Architects. "More importantly, our target customer, both small and tall, would be of the most sophisticated urban type: a New Yorker. So we created an environment that didn't pander to the obvious."

Gruzen Samton fashioned what was formerly a parking garage into a space that feels like a New York City loft, with exposed ceilings and ductwork, industrial lighting fixtures and painted brick walls. Bold colors, including orange, yellow and green, add pizzazz to the walls and floors of the funky trapezoidal rooms. Kidville's furniture is adjustable to the size of the person.

Serving as a design element as well as a learning tool, a circle motif dominates the floors, windows and walls of the facility. Circular floor patterns encourage children to create their own games, similar to urban street games. Circles cut out of walls and doors are designed to spark curiosity as children of all ages peek in and out of rooms.

A Kidville sign greets visitors as they enter the center through a photo-ID swipe card system. The first floor plays host to a cafe, upscale boutique and oversized coatroom, large enough for strollers. Down a level, a theater with a stage and a movie screen is the perfect spot for morns and tots to enjoy a flick without worrying about a crying baby. The second floor's "movement rooms" are ideal for classes like "Kindermusik," "Ballet Tea Party" and "Big Muscles for Little Babies." On the third floor there is a salon, a second gym, an arts and crafts space and a music room.