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Brief Published: 25 Jan 2013

Paris Kids’ Playful Store Concept, Santiago


Recreation is the overriding theme at the newly opened children’s department at Chilean department store Paris. Dubbed Paris Kids, the space – located in Santiago, Chile – blurs the boundaries between retail space and indoor play area.

The 700sqm store is divided into a series of theatrical sets to distinguish the mini-departments within the department (fashion, toys, footwear, nursery and accessories) and brand each with a unique character. Each one is inspired by a different childhood pastime, such as camping, fairgrounds, seaside holidays and hide-and-seek.

Fashion is split by gender: in the boys’ area, urban sports are referenced with a table made of skateboards for example, while a deconstructed caravan nods to family camping trips in the girls’ clothing zone.

Shoppers move between the interlinking sections via oversized doors and keyholes, while hand-drawn, large-scale signage aids navigation. Bespoke design fixtures such as ropes and swings offer a tactile route to playfulness.

The piece de resistance is a ‘toy factory’, designed to inspire a sense of wonder and awe in its young shoppers. Nestled at the heart of the space, merchandise is displayed on a freestanding six-metre-high industrial framework featuring a mezzanine circular balcony that allows children to patrol above a mass of toys below.

David Wright, marketing director at London-based Dalziel and Pow, which designed the space, told Stylus: “We saw an opportunity to create an environment designed for kids, inspired by the traditional values of play – creating a fun and engaging experience where kids want to go as a destination and are happy to spend time in and enjoy.”

For more examples of the children’s retailers leading the way with fantastical immersive store designs, see Kids Stores Grow Up.

Stylus assesses how the experimental, social and educational aspects of play can be used as a powerful tool in retail in the Industry Trend, Power of Play.