Mamas & Papas Nursery and Toy Superstore

U.K.-based Mamas & Papas is a family-owned business that distributes designer infant and toddler ware to more than 1500 independent and national retail outlets in the UK and Ireland. But until recently, the company had no retail home of its own. Enter Retail Planning Associates (RPA).

The London office of the Columbus, Ohio-based design firm created a sophisticated environment for the company's new 8000-sq.-ft. flagship store in the Sixfields Retail Park of Northhampton. The unique store design takes residential cues, encouraging parents to envision products in their own homes. In the U.K., it's customary to set up a baby's room after its arrival, so displaying the merchandise in a realistic-looking fashion facilitates purchasing decisions. The front half of the store houses outside products, such as carseats and strollers. Faux-stone vinyl flooring, kite-shaped fabric sails, large windows and a Japanese maple depict the outdoors in this area. The back end of the store, featuring interior baby products, is marked with the message “dedicato a te,” which means “dedicated to you” in Italian.

Fully decorated nurseries display the product range in a sophisticated, calming fashion, with interspersed messages that reassure first-time parents. Mamas & Papas'merchandising strategy — selling fashion and performance to adults in a sophisticated, soothing setting — certainly deviates from its competitors'high-energy, children-oriented environments. It's one baby store that caters to both the consumer and the end-user.

Client Team: Mamas & Papas, Northhampton, England — David and Luisa Scacchetti, owners Design: Retail Planning Associates, Columbus, Ohio (London office) — John Cameron, creative director; Sean Biddlecombe, design director; Droata Czernuszewicz, project manager; Mike Heanue, director of graphics Suppliers: Mamas & Papas, Northhampton, England (fabrics); Mentha and Halsawl, Liverpool, England (fixturing); Amtico Intl., Atlanta (flooring); Mentha and Halsawl, Liverpool, England (furniture); Mamas & Papas, Northhampton, England (graphics); Arkiten, London (fabric kites); Blaze Neon, London (signage); Dulux, (wallcoverings/paint) Lighting: Zumtobel Lighting Inc., Highland, N.Y. Photographs: Mamas & Papas, Northhampton, England