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Mamas & Papas opens concept store to attract millennials

Mamas & Papas has opened a specially designed concept store at London's Westfield White City designed to attract millennials as the retailer continues to implement its turn around plan.

Designed by creative agency Dalziel & Pow provides a digitally-enhanced, full-service shopping experience aimed at tech-savvy 28-35 year olds. The interior is organised into ‘worlds’ based around new parents’ key shopping missions.

It begins with a fashion boutique, featuring curated product bundles, named ‘bundles of joy’, with moving wall projections of digital clouds transforming into animals.

The travel section includes a touchscreen Pushchair Finder, which 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. 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.

Meanwhile the Home section features domestic-style room sets covering covering ‘sleeping’, ‘bathing’, ‘feeding’ and ‘playing’ and has been designed to become a place for mums to meet locally for peer-to-peer support.

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.

Yesterday (30 March) the retailer announced it had hired former Mecca and Debenhams marketer Richard Campbell as its chief marketing officer.

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