Mamas & Papas, Westfield London

The glorious Mamas & Papas flagship is the new kid on the block everyone wants to befriend.

The store has a peaceful, spacious vibe, with an understated colour scheme of pale green and lilac, along with gentle design motifs such as the origami cranes suspended throughout the store.

Its footprint has been designed for easy thoroughfare, with its different sections easily glimpsed from the entrance. The intent is to make navigation easier for parents who may be pushing prams, and also to assist them in promptly and easily achieving a particular shopping ‘mission’.

Dalziel & Pow have designed a warm, welcoming space for millennial parents-to-be. With subtle digital touches, this is ‘gentletech’ in action

Appointed with natural timbers and soft textiles, each area is gently defined by in-store signage functioning as a kind of minimalist shopfront window, with digital screens above the merchandising displays forming an appealing visual perimeter. These screens, featuring shifting cloudscapes, are just one example of the store’s digital offerings. In the pram and travel sections, interactive video screens guide parents through the process of choosing prams, car seats or travel items, while the home department is softly lit by neon signage. Smart touches such as child-friendly scales and a cut-out Mini car that can be used for testing car seats allow customers to explore products in situ.

While the store primarily functions as a showroom, it’s also partly a community space, with offerings such as one-on-one personal shopping, comfortable seating areas and separate rooms that can be used for baby changing and breast-feeding.

There’s no doubt that Mamas & Papas, along with design studio Dalziel & Pow, are proud to have brought this new flagship into the world.