British baby, kids and nursery retailer Mamas & Papas has unveiled a new, tech-augmented store in London's Westfield White City shopping mall, devised to boost its appeal to millennial parents. The single-storey space, designed by London-based agency Dalziel & Pow, is segmented into three parts: fashion, travel and home.
The fashion section displays clothing collections against digital wall projections of white clouds that playfully transform into animals.
Travel features a touchscreen 'pushchair finder' where shoppers take a short lifestyle-based quiz to determine the most relevant products, and a digital measuring tool that calculates children's height and weight to assist parents when choosing car seats. The process is made more fun for kids by matching their size to on-screen animal characters, while a replica Mini on the shop floor teaches parents how to safely install the car seat.
Home houses the sleeping, bathing, feeding and play products. A flexible layout (see also Flexible Store Formats) allows the space to be transformed for in-store events such as parental support groups, while a permanent personal shopping area resides at the rear. It also includes comfortable seating zones and feeding rooms.
A signage system throughout the store provides extra tips on how products work, furthering the brand's mission to demystify the business of parenting.