- Client:
- Mamas & Papas
- What we did:
- Research & Insights, Customer Experience Strategy, Communications Design, Interaction Design, Retail Design, Format Development
- Where
- UK
- Awards
- Retail Week, Shop! & more
The Challenge
Becoming a parent isn’t easy. Mamas & Papas knows this. It’s why their ambition is to become the world’s favourite nursery brand and give new parents the confidence to navigate the tricky world of parenting. We were asked to create a store environment complete with caring communications and digital touches that reflects their goals and differentiates their brand.
The Solution
Created with millennials in mind, this digitally enhanced store concept is designed to inspire and support young families. As most parents will visit the store on a particular shopping mission, the interior is organised into ‘worlds’ based around what they are likely to be looking for. There are also considered details – from a flexible space hosting parenting events for the community to private feeding and changing rooms.
Three worlds
The store begins with a fashion boutique, featuring curated product bundles named ‘bundles of joy’. In Travel, a raft of engaging tools promotes products in this key category and demystifies choices for parents-to-be. The Home section transports parents to their perfect nursery using domestic-style room sets covering ‘sleeping’, ‘bathing’, ‘feeding’ and ‘playing’, with take-away postcards for discovering the full product range, and helpful tips placed among the displays.
Interactive fun
Children can play with a digital measuring booth, matching up their size to a cast of animal characters. This can be used to measure clothing sizes as well as to check height and weight for car seats.
A calming space
Slow, animated wall projections bring a soft touch of technology to the space.
With mothers in mind
Throughout the store are thoughtful touches for new or expectant mothers; comfortable seating areas, private changing and feeding rooms and a dedicated Personal Shopping area. Here, customers can have one-to-one consultations, create a product wish list and learn about products while enjoying complimentary refreshments.
Tailoring a local boutique
Following the success of Mamas & Papas Westfield, we also created a small format boutique for the brand. Part showroom and part community space, this flexible destination houses an edit of leading products alongside workshops and fitness classes.
A curated edit
One Four Four's product selection is curated to suit the small-scale format, with the full range available to shop digitally in-store.
