Created with millennials in mind, this digitally enhanced store concept is designed to inspire and support young families. The interior is organised into ‘worlds’ based around key shopping missions, and filled with considered details – from a flexible space to host parenting events for the community, to private feeding and changing rooms.
Westfield London; March 2016
Established in 1981 by husband-and-wife team David and Luisa Scacchetti, Mamas & Papas is one of the UK’s most trusted nursery brands – manufacturing and retailing prams, pushchairs, baby products, furniture and maternity wear.
We designed a digital measuring tool both as a fun, interactive feature for children to play with in-store, matching up their size to a cast of animal characters, and a way of checking height and weight for car seats. A cut-out Mini on the shop floor lets parents test out car seats in-context. Natural finishes and a more emotive art direction style bring finishes bring a warmer, elevated brand feel.
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