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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.

Where, When

Westfield London; March 2016

About the client

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.

A bit more detail

Moving digital wall projections of clouds – metamorphosing into animal shapes – enhance the environment, encouraging calm and imagination. In travel, the engaging tech tools demystify product choices for parents-to-be. A touchscreen Pushchair Finder uses an interactive quiz to select the best travel products, while animated wall projections of a pushchair being put through the elements communicate Mamas & Papas’ rigorous product testing.


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.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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