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Bundle of Joy

There’s more to creating an in-store experience than marrying product with space, as Mamas & Papas’ new London outpost proves

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Equipping a nursery for a new baby can certainly be a time fraught with anxiety for new parents, with so many open-ended questions to answer: What should we buy? How do I know whether this product is right for my son or daughter?

Finding a store that both meets these unfamiliar needs and reassures first-time parents is likely to be tricky. But one solution can be found in the Westfield London shopping mall, where baby product and maternity wear retailer Mamas & Papas (Huddersfield, U.K.) recently opened a new store. This location aims to offer a sense of calmness and clarity, doing so not just through design, but also by incorporating a number of digital elements into the blueprint, which intend to speak to the brand’s main demographic of “tech-savvy” 28 to 35 year olds.

The interior is a long, relatively narrow space divided into a number of areas, with a fashion boutique at the front, followed by a travel department (strollers, prams, etc.) and ending with a home section featuring beds and nursery furniture toward the back.

“It was key to highlight product assurance, by supporting customers with essential information and engaging tools,” says Richard Bennett, design director, Dalziel and Pow (London), the firm tasked with the space’s design. Intending to present products with clarity, they are “supported by information and useful ‘tips and hints,’ making comparative decisions easier,” he says.

This means, from the moment a customer walks through the door, many of their questions can be answered by the in-store features supporting the products. There’s also meant to be a sense of serenity: No longer are the parents or parents-to-be surrounded by the hurly-burly of the mall’s public areas, which is quelled in part through the use of projections of drifting clouds that appear toward the front of the store in the fashion boutique.

“These [projections] shift and burst into a variety of animal shapes for a dreamy sense of inspiration and imagination, leading the customer through the store,” explains Bennett. David Dalziel, creative director and co-founder, Dalziel and Pow, also notes that the teams opted to use a projection system here instead of digital screens, meaning if any hardware happens to malfunction, there isn’t an off-putting blank screen.

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A heavy emphasis on natural timbers and woven textiles was incorporated to add to the perception of a softer environment for parents and children.

Deeper into the interior, shoppers will find a digital interface in the travel section designed to make the process of choosing a stroller, pram or car seat straightforward. By determining a customer’s needs, the software narrows down the options until the ideal choice is displayed. The parent can then select the item from the displays around the perimeter and, in the case of a car seat, try it out it in the backseat of a stationary BMW Mini.

The home section features moveable fixtures so the space can accommodate events or gatherings. And, keeping expectant mothers in mind, comfortable seating areas and private changing and feeding rooms are conveniently placed throughout the environment. A personal shopping area includes bespoke raised furniture where customers can have one-on-one appointments and create product wish lists.

In totality, the design helps demystify parenthood, making shopping for infants and babies less stressful for expectant couples. In keeping with the current trend of offering in-store experiences that are engaging and informative, this new look is expected to be rolled out in other locations.

PROJECT SUPPLIERS
Retailer
Mamas & Papas, London

Design
Dalziel and Pow, London

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Fixtures
Vitra, Birsfelden, Switzerland
Hurst Joinery, Bradford, U.K.

Audio/Visual
Mediazest, U.K.

Ceilings
Tego, Sweden
C2, Huddersfield, U.K.

Flooring
Haywoods, London
Don Construction, Staffordshire, U.K.

Furniture
&Tradition, Denmark

Lighting
Ansorg, London
Muuto, Denmark

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Props/Decoratives
TwoVisual, Leicestershire, U.K.

Signage/Graphics
Sapphire Signs, North Humerside, U.K.
Leach, Huddersfield, U.K.

Materials/Wallcoverings
Armourcoat, Kent, U.K.
Kvadrat, London

General Contractor
Hurst Stores and Interiors, Bradford, U.K.

Photography: Andy Townsend, London

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