Russia’s largest children’s toy and fashion department store Detskiy Mir, located next to the Kremlin, created by our retail designers and brand agency creatives in London.
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 marketplace.
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.
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 an attractive and contemporary “Children’s World”
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
The solution to retail store design.
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.
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 post opening financial review showed the following results: increased footfall by 11.3% in the first quarter of 2014; conversion rate has grown by 9.9%, the average receipt – up by 8.4% and like – for – like profit by 32.6%.
A new landmark in Moscow - the largest children’s store in Russia
The 7000 sq. m. the 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.
the store before
the store after
to work with us