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Designed with Millennials in mind, the new Mamas & Papas store at Westfield White City, London provides a digitally-enhanced, full-service shopping experience to inspire confidence and support young families as they navigate the world of parenting. Creative agency Dalziel & Pow tailored the store concept to Mamas & Papas’ core customer demographic of tech-savvy, experience-driven 28-35 year olds, delivering the superior service, interactivity and community that these consumers have come to expect from retail today. An open, welcoming storefront easily accessible for parents with pushchairs invites Westfield shoppers to discover the brand’s contemporary approach to nursery retail.

Creating a new sense of calmness and clarity, the interior is organised into ‘worlds’ based around new parents’ key shopping missions. It begins with a fashion boutique, featuring curated product bundles, aptly named ‘bundles of joy’. Moving wall projections of digital clouds transforming into animal forms bring an appropriately soft touch of technology to the space.

In Travel, a raft of engaging new tools help to promote this key category and demystify choices for parents-to-be, drawing on the brand’s long-standing expertise. A touchscreen Pushchair Finder asks the customer questions about themself, their lifestyle and their child to help find, edit and select the best travel products for them, using animations and illustrations to make the process more compelling. Similarly, animated wall projections of a pushchair being put through the elements, relay detailed product information imaginatively, communicating Mamas & Papas rigorous product testing in order to inspire trust and confidence. A new digital measuring tool provides a fun, interactive feature for children to play with in-store, matching up their size to a cast of animal characters while also providing a way of checking height and weight for car seats. Parents can also test out car seats and learn how to install them in-context, in a cut out Mini installed on the shop floor.

The Home section transports parents to their perfect nursery using domestic-style room sets covering ‘sleeping’, ‘bathing’, ‘feeding’ and ‘playing’, with take-away postcards for discovering the full product range, and helpful tips placed among the displays. As a flexible environment with moveable fixtures, this part of the store can accommodate events to gather the parenting community, becoming a place for mums to meet locally for peer-to-peer support.

Throughout the store concept, thoughtful touches anticipate the needs of new or expectant mothers; comfortable seating areas, private changing and feeding rooms and a dedicated Personal Shopping area, with bespoke raised furniture, for one-to-one appointments, where customers can create a product wish list and learn about products while enjoying complimentary refreshments.

A warmer, elevated brand feel is also expressed through the store’s finishes, including natural timbers and woven textiles, and a more emotive art direction style focusing on the relationship between parent and child. Acknowledging that parenting is overwhelming and mystifying at times, the new in-store communications help to clarify and guide customers through the process, giving accessible and down-to-earth advice. As Mamas & Papas continues towards its ambition of becoming the world’s favourite nursery brand, it also plans to launch a new e-commerce platform and loyalty programme later in 2016 as well as bringing Dalziel & Pow’s store concept to other retail locations and formats.

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