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A raft of interactive digital features makes Dalziel and Pow’s new store design for kidswear retailer Zippy as enjoyable for children as it is for parents. Opening to coincide with the brand’s 10th anniversary, the store in Setúbal, Portugal retails clothing, accessories and toys for ages 0-14 along with providing a new range of family-orientated services.

With research showing adults do not ordinarily enjoy shopping with their children, we addressed this by entertaining young visitors with tactile ‘pockets of play’ – both analogue and digital – around the 225sqm space. These include an interactive sound board featuring a cast of bespoke characters created by Dalziel and Pow, responding to touch with different noises, and a machine at the cash register that prints out a ‘fun’ receipt with each purchase, so kids get their own takeaway and feel included in the checkout phase.

The cartoons in particular proved so popular with the client that they have now been used across POS, online and in-store animations, as well as on Zippy merchandise (tote bags, tops
and stationary). Distinctive, relatable and expressive, each character has its own personality and name, corresponding to a different group – boys, girls and nursery. Other new services, informed by Zippy’s research into parents’ shopping needs, include complimentary strollers, gift lists and instore antenatal classes.

The use of a neutral palette and honest materials, such as blonde timber and felt fabric, forms a soft, soothing backdrop for product displays, while signage provides bright pops of colour and aids navigation. A digital screen has been installed in the shopfront to attract passersby. The store signals a confident new direction for Zippy in line with the Portuguese brand’s growing international presence, which now includes stores across the Middle East, Europe, and the Americas.

Design by Dalziel and Pow

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