Detskiy Mir RU

Fashion Stores

Russia’s largest toys and children's wear store highlights a return to a playful sense of fun. Interior design and brand communications.

Detskiy Mir Russia best retail window display and external branding, store interior design, concepts for toys and children's fashion
 

Retail interior design and branding for Russia's most famous and largest children's toy and fashion department store Detskiy Mir.

"We recommend Campbellrigg as an agency with a unique creative approach, excellent attention to detail and responsibility."
Vladimir Chirakov, Chief Executive Officer - Detskiy Mir, Russia

 
Detskiy Mir Russia best internal department branding, store interior design, concepts for toys and children's fashion
Learn more about the project

A world of indulgence

Detskiy Mir, the largest children’s wear retail operator in Russia and Kazakhstan, is a traditional Russian brand with a 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 asked us to help them accomplish this challenge in two new store formats.
Retail trends and target audience expectations inspired the creation of a new Detskiy Mir concept. The emotional repositioning of the brand was extremely important, especially to create a WOW effect within the store environment.
Our planning principles
Demonstrate customer focus and social responsibility of the 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 and 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.
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Detskiy Mir Russia best internal department branding, store interior design, concepts for toys and children's fashion Cinderella's coach and horses

The Detskiy Mir concept was inspired by retail trends and target audience expectations. The repositioning of the brand was important, especially in terms of creating a "WOW" effect in a store designed for children.

 
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Detskiy Mir Russia best internal department branding, store interior design, concepts for toys and children's fashion
Detskiy Mir Russia best internal department branding, store interior design, concepts for toys and children's fashion books department
 
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