Toy fashion retail store design interior, Detskiy Mir, Moscow brand consultantToy fashion retail store design interior  brand consultant

Children’s world fashion and toy store design, visual merchandising and retail branding
Detskiy Mir, the largest children’s wear retail operator in Russia and Kazakhstan, is a traditional Russian brand with the history dating back to 1957. In recent years the company gradually lost its point of difference in the market place.

The shareholder’s mission sort to regain its former place and become the best, the most successful retailer in Russia, by bringing happiness and joy to their little customers. The shareholder’s vision was to create a modern and contemporary brand environment desirable for children and families alike. Detskiy Mir management invited Campbellrigg to help them accomplish this challenge in two new store formats.

Toy and fashion retail store design consultant Detskiy Mir, Moscow

What we did for Detskiy Mir
The creation of a new Detskiy Mir concept was inspired by retail trends and target audience expectations. The emotional repositioning of the Detskiy Mir brand was extremely important, especially in terms of creating a WOW effect within the store environment.

For Detskiy Mir Store at Belaya Dacha our planning principles sort to:-
Demonstrate customer focus and social responsibility of the Detskiy Mir brand
Underline a distinctive point of difference and give the brand a new dynamic
Create a welcoming first impression of a attractive and contemporary “Children’s World”

Interior design toy and fashion retail store brand consultant, Detskiy Mir, Moscow Detskiy Mir, Moscow Toy and fashion retail store design brand consultant

Improve and enhance customer journey within the store
Create destination ‘WOW’ points in less visited areas of the store
Emphasize the interactive experience to increase the dwell time in the store
Increase sales opportunities by introducing new ways to shop
Engage customers in recycling and sustainability - more natural, eco-friendly materials and finishes within the interior

Detskiy Mir, Moscow Toy and fashion retail store design consultant Retail design toy and children's fashion retail store brand agency, Detskiy Mir, Moscow Retail design toy and children's fashion retail store brand consultants, Detskiy Mir, Moscow

Retail branding design toy and children's fashion store brand agency, Detskiy Mir, MoscowRetail design toy and children's fashion retail store brand agency

The Solution
New hypermarket in Mega Belaya Dacha shopping centre was created specifically as a “store for children”, where little shoppers are particularly important. They have a special entrance, children’s store directory and more than 20 entertainment areas, created by world known brands. Parents can focus on the shopping while their children are busy playing. The height of the fixtures allows adults to overview the whole space and, if needed, to monitor their children. Wide aisles let mums with buggies and pushchairs feel comfortable while browsing around the store.

Interior design toy and fashion retail store, Detskiy Mir, Moscow brand agency

The product range is in a state of constant change as new products are brought the market. Our concept offered flexibility and reflect the growing product range. We have developed a store layout and improved consumer journey, introducing a new navigation system. The entrance area theme was based on a fairy tale book.
We developed interactive areas for children every department store to attract customers to the less visited corners.

We created innovative lighting principles that would allow changing the interior colours and draw customers attention to new products and offers. The store itself is unique as there is no competition in terms of the amount of children’s interactive facilities, flexible merchandising system and emotional communication.

The Financials
The post opening financial review showed the following results: increased footfall by 11.3% in first quarter of 2014; conversion rate grown by 9.9%, the average receipt – up by 8.4% and like – for – like profit by 32.6%.

Detskiy Mir toy store design agency

A new landmark in Moscow - the largest children’s store in Russia
The 7000 sq. m. flagship store of "Children's World" opened 27 August 2014 in Central Moscow, Vozdvizhenka street is the largest children hypermarket in Russia and virtually a new wonderland.
 
As requested, the store bore a strong resemblance to the store in Belaya Dacha, but was further enhanced with the new features and focal points. A fairground carousel encircles the escalators, a life size helicopter where children sit and play as well as giant balloons in the atrium space. Linking the heritage with the latest trends, the new landmark "Children's World" on Vozdvizhenka is viewed as a "store of the future" with interactive entertainment zones and eco-friendly materials. In this store, kids can play radio-controlled cars, brush dolls hair, or jump on the trampoline.
 
The overall aim:
"We want to make a place that is enjoyable for spending time with the family. If we make it exciting both for children and their parents, they will come not for a short visit, but for the whole day," - said CEO of "Children's World" Vladimir Chirakhov.

Retail design toy and fashion store brand agency, Detskiy MirChildren's toy store Detskiy Mir retail design brand consultant

Children's toy store Detskiy Mir retail design brand agency Children's toy store Detskiy Mir retail design consultant Toy Store planning Detskiy Mir store, Moscow retail design agency Children's toy store Russia retail design brand consultant

Children's toy store Detskiy Mir retail design brand consultant

the store before

the store after

to work with us
click here

3 Apollo Studios, Charlton King's Road, London NW5 2SB UK Tel: +44 (0)207 2676070

Contact us

CampbellRigg is hiring:

Business Development Executives
Account Executives
Senior Creative talent
Interior Designers and Branding Designers
Junior Creative talent

Please send message, curriculum vitae and portfolio

3 Apollo Studios, Charlton King's Road, London NW5 2SB UK Tel: +44 (0)207 2676070

free call