Babyletto

BEFORE

Project Scope: When online nursery furniture retailer Babyletto planned to open its first flagship on Los Angeles’ Melrose Avenue, it needed easy navigation for expectant parents while celebrating its location in the brand’s home city. This is how design firm RDC came in with the idea to transform the space into a family-friendly, hands-on showroom experience with a bright color palette “to celebrate the playful, joyful side of becoming a parent while also guiding focus in the store,” says Eleanor Vernon, Head of Retail & Community for Babyletto.

Unique Details: Nursery inspired details were incorporated into the flagship’s modern aesthetic, such as the goldenrod modular banquette, a tribute to the classic stacking toy for toddlers. Warm light white oak, stone-look vinyl tile and saturated brand colors are complemented by subtle nods to LA’s contemporary design trends, such as terrazzo stone, open floor plan and biophilic touches. “We’re an L.A.-based, family-owned business, so this first store became a bit of a love letter to our city,” says Vernon. “Natural textures, arches and an open layout give it that laid-back quality, and our decision to include a flexible event space helps it feel like a neighborhood gathering place as much as a showroom.” Also serving as a physical extension of Babyletto’s online presence, each vignette includes a hybrid digital-analog kiosk for additional product information.

AFTER

Unique Challenges: The building’s location on the street corner posed a challenge of balancing the window views of the showroom while also providing space for merchandising displays. As such, the design team created “display vignettes” throughout for each product line. In addition, the building’s large structural columns were creatively transformed by RDC into seating inspired by a child’s ring toy. “Not only is the extra seating very practical when we host events, but it’s exactly the playful energy we were hoping for,” Vernon says.

PHOTO GALLERY (12 IMAGES)