E-commerce baby specialist Kiddicare is set to launch its flagship store in Nottingham next Wednesday, 26 September, with design by 20.20.
The 33,000ft² store includes free guest wi-fi for parents; a soft play area; try-before-you-buy pushchair test track and a free car seat fitting and safety checking service.
Jon Lee, creative director at 20.20, said: "The essence of the store is surprise, delight and wow for families, with a sense that we are here to help and in this together. This should be a 'wow' for mums because mums deserve a store like this."
Kiddicare said it asked customers for their views in order to create the store, with the aim of creating an emotional relationship.
Lara Snider, head of creative at Kiddicare, added: "We worked very closely together. There was real synergy between 20.20 and our brand team. It was intense, exciting and the result is a store that customers will fall in love with, a store that brings out the best of Kiddicare."