Mamas & Papas launches “digitally enhanced” shopping experience

Dalziel & Pow’s new store designs feature interactive installations, animations and illustrations.



Dalziel and Pow has created a new “digitally enhanced” store concept for Mamas & Papas.

The new store, located at Westfield White City, London, will include a number of digital touchpoints, which the consultancy says are tailored to the needs of tech-savvy 28-35-year-old shoppers.

Moving wall projections

The interior of the store is designed into “worlds”, based around new parents’ shopping journeys. It begins with a fashion boutique, where moving wall projections of digital clouds transform into animals.

In the travel section, a touchscreen pushchair finder asks the customer questions about themselves, their lifestyle and their child to help them find, edit and select the most suitable products. Animations and illustrations aim to make the process “more compelling”.

Wall projections of pushchairs put through the elements are also used in this section, relaying product information on each one.

Engaging for children

A digital, interactive measuring tool matches a child’s size to a selection of animal characters whilst also checking their height and weight for car seats. Parents can test out car seats and learn how to install them, in a cut out Mini installed on the shop floor.

The Home section acts as a flexible environment with moveable fixtures, able to accommodate events for the parenting community.

Mamas & Papas hopes the new shopping experience will “inspire confidence and support young families”.

It plans to launch a new e-commerce platform and loyalty programme later in 2016 as well as installing Dalziel & Pow’s store concept at other retail locations.

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