With one of the world’s lowest birth rates, the majority of South Korean parents are first-timers who seek knowledge and reassurance. In a project that spanned strategy and brand creation through to design and communications, we created Marie's Baby Circle – an aspirational yet welcoming ‘home from home’ that offers a ‘family’ (or circle) of experts and friends to help, advise, inspire and reassure new and expectant parents.
Starfield Hanam, Gyeonggi Province, South Korea; September 2016
Founded in 1993 by Shinsegae, Emart is the largest retailer in South Korea and in late 2016, we created Marie's Baby Circle – a new baby brand for South Korean retail giant.
A thread of playful touches weaves through the store, capturing the excitement and joy of starting a family. One standout feature is an engaging, interactive wooden digital projection wall for kids and parents alike. The wall, designed using conductive ink, responds to touch and triggers different animations and sounds, based on a new range of bespoke animated characters that we designed. These are key in the store’s communications and beyond, tapping into the hugely popular emoji and character-driven culture that is prevalent in South Korea. Marie’s Baby Circle opened its doors at the launch of Starfield Hanam, Korea’s newest and largest shopping mall complex. Working with bloggers and outside influencers, and stocking a range of products designed ‘by mums for mums’, this is more than just a store – it’s a supportive community of peers and credible experts. Our concept recognises the unique cultural and contextual needs of South Korean consumers, providing everything they need to enjoy their pregnancy and prepare for parenthood.
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