Detskiy Mir: Children’s Fashion Retail Store Design & Branding - Russia

CampbellRigg partnered with Detskiy Mir, Russia’s leading children’s department store retailer, to transform the brand experience and retail presentation of its toy and fashion product offering across key store formats. Detskiy Mir required a cohesive design solution that reflected its family‑focused identity while enhancing shopper engagement in highly competitive environments.

The project delivered a refreshed brand identity, strategic store design solution, and integrated visual merchandising systems to create a retail environment where discovery, exploration and emotional connection drive customer satisfaction.

Our planning principles included:

• Showcasing major brands, customer focus and social responsibility.
• Highlighting a unique point of difference and injecting new energy into the brand.
• Creating a welcoming, attractive, and contemporary "Children’s World" from the moment customers enter the store.

Project Challenge - Creating a Compelling Children’s Fashion Experience
Detskiy Mir’s fashion departments were recognised for product breadth but lacked a cohesive visual language and intuitive store flow. The primary challenges included:

• Absence of a compelling brand identity system for fashion offerings
• Inefficient store layouts that limited product visibility
• Inconsistent in‑store communication and merchandising hierarchy
• Generic department signage that did not reflect the emotional engagement of children’s fashion

Strategic Design Solution
To address the core challenges, CampbellRigg implemented the following:

1. Crafted a unified brand identity system
We developed a distinctive visual language that complements Detskiy Mir’s family‑friendly ethos while aligning with its fashion aspirations, from logo refinement to color palette and typography.

2. Redesigned spatial layout and navigation
Merchandising zones were reimagined to create intuitive shopper journeys. Zoning strategies improved sightlines, guiding customers effortlessly through seasonal, gender and lifestyle categories.

3. Designed visual merchandising systems for clarity and delight
Flexible displays, child‑appropriate fixtures and wayfinding cues were integrated to enhance product visibility and interaction, making discovery joyful for children and parents alike.

4. Elevated brand communications and in‑store graphics
From entry signage to promotional messaging and category indicators, all touchpoints were harmonised to reflect a cohesive and memorable brand experience.

Outcome & Impact
The transformed Detskiy Mir children’s fashion departments now deliver:

• Stronger brand presence with visual language that resonates emotionally with families
• Improved shopper engagement via intuitive navigation and visual storytelling
• Enhanced dwell time and product interaction through effective merchandising
• A retail environment that feels vibrant, welcoming and easy to explore

By integrating strategic retail design with visual merchandising and branded communications, the project sets a new benchmark for children’s fashion environments in department stores.

Why It Matters
In a competitive retail landscape, children’s fashion must do more than display products — it must connect emotionally, guide intuitively and inspire discovery. The Detskiy Mir initiative exemplifies how design excellence and brand clarity can influence customer behaviour, increase brand loyalty, and drive sales performance.

Endorsement
Detsky Mir Group, the leader in retail sales of children’s toys and fashion products in Russia, began collaborating with the design agency CampbellRigg to create a new, innovative format for its stores. CampbellRigg developed the concept for a new hypermarket in MEGA Belaya Dacha based on the principle of a “store for children,” where the main focus is on the youngest shoppers.

The agency focused on the design of the store interior, lighting system, and visual merchandising. As a result, store traffic increased by 11.3%, conversion rate by 9.9%, average check by 8.4%, and revenue by 32.6%.

We recommend CampbellRigg as an agency with a unique creative approach. At the same time, the studio team stands out for its attention to detail and responsibility in completing assigned tasks.

Chief Executive Officer of the Detsky Mir Group, Vladimir Chirakhov

Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief 
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift 

Schedule your consultation today and receive a free quote.

Cost-Effective Excellence:
Our pricing structure is highly competitive, offering exceptional value without compromising on quality or creativity.

Rapid Execution:
We move fast. From concept to implementation, our agile team ensures your project is delivered on time and to the highest standards.

Multidisciplinary Expertise:
Our team brings together seasoned brand strategists, architects, interior designers, and graphic designers, collaborating to create seamless, end-to-end brand environments.

Global Reach, Local Insight:
With successful projects delivered across Europe, the Middle East, and Asia, we combine international experience with local market understanding.

Scalable Project Delivery:
Whether it's a flagship fashion store, an urban network or mall store, we manage and execute projects of all sizes, efficiently and effectively.

Proven Track Record:
Our designs evolve branch networks from purely transactional spaces into experiential, relationship-focused brand environments, enhancing engagement, elevating customer experience, and driving tangible business results.

Full-Service Creative Agency:
From rebranding and marketing campaigns to spatial design and rollout, we provide an integrated service tailored to your goals.