Creating the best start for today's parents
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 total retail experience, complete with caring communications and inspiring digital touchpoints that reflects their goals and differentiates their brand
Created with Millennials in mind, this digitally-enhanced retail experience concept defined as ‘the best start’ was developed to inspire and support young families in helpful and positive ways – not dissimilar to best-in-class fashion, technology and lifestyle retail out there.
Key insight – Create a retail experience for modern parents, not babies.
As most parents will visit the store on a particular shopping mission, the offer is organised into ‘worlds’ based around what they are likely to be looking for. It’s also a platform for ideas – such as a flexible space for hosting parenting events for the community, to private feeding and changing rooms, and personal shopping and wish-list builders.
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 with take-away postcards for discovering the full product range, and helpful tips throughout
Strategic shift: From product-led baby store to experience-led hub for modern parents
Following the success in Westfield, we created a small format boutique for the brand. Part showroom and part community space, this flexible space house an edited product selection, alongside workshops and fitness classes. One Four Four's product is curated to suit the scale and location, with the full range available to shop digitally in-store
“ As part of our turnaround strategy, the opening of this flagship store reaffirms Mamas & Papas' position as the market-leading nursery brand, inspiring confidence among new and existing customers.” Jonathon Fitzgerald, CEO, Mamas & Papas