Hello and welcome to the first day of Autumn! Through the misty rain that is falling as I write, I can see that the claret leaves on our ancient copper beech are already starting to change, thus heralding the beautiful palette of autumn colours that will arrive in the next few weeks.
Thinking of change and metamorphosis, of new beginnings and expectations, Mamas & Papas recently opened a new small boutique store format for millennial parents-to-be in Clapham, London.
The flexible store space (170 sq m) designed by Dalziel & Pow, offers an edited selection of products with an emphasis on well being and seeks to differentiate the brand to meet the changing expectations of modern shoppers. The following is a short excerpt from the superb Retail Design World blog
“Our customers want a personalised experience from us, they want it edited for them and they want to feel connected to the community,” says Mamas & Papas chief commercial officer Jonathon Fitzgerald.
“We’ll test and learn. This is the first in a potential roll-out of a concept that brings everything Mamas & Papas to the local community and has experience and wellness at its heart.”
The store is aimed at mobile-savvy customers who are aware of health and environmental issues, and who demand inspirational stores with bespoke service while using social media as a source of inspiration and self-expression, according to Dalziel & Pow.
Product ranges are edited to reflect the small footprint of the store, with a fuller range available via in-store digital shopping.
A downstairs studio transforms from a showcase and service area to a live events space. A collaboration with London fitness studio Frame lets expectant mothers attend ‘bump’ sessions and pre- and post-natal nutrition talks in a weekly programme of events.
This inspiring retail interior and visual merchandising excellence brings much joy and happiness to me. It reminds of why I love retail design, window displays, visual merchandising and customer service so much, and how store interiors are such experiential and emotional places.
In writing this article, I remembered the joy of my own two Great Expectations in 2011 and 2014, and, as I walked hand-in-hand with my five-year-old through the first of the falling autumn leaves yesterday, I wished him well with his own expectations of his First Day at School.
Until next time,
Stay inspired and keep creating the retail magic in your business!