London – A concept nursery store aimed at Millennial parents has opened at London’s Westfield White City.
Preparing for parenthood can be a daunting prospect, so Mamas & Papas has combined digital services with minimalist design to help Millennials navigate the process.
Its Westfield concept store includes touchscreens, which help customers discover items according to their lifestyle, and features a Mini Cooper cut in half on the shop floor that acts as a space in which to test out products such as children’s car seats.
After hours, the flexible space’s moveable fixtures mean Mamas & Papas can also host local parenting events, transforming the store into a destination for peer-to-peer support. In particular, the aim for creative agency Dalziel and Pow was to give the store a warmer and more emotive aesthetic by using natural timbers and woven textiles.
The bottom line is that Millennial parents demand more of retailers. ‘They will be the most pragmatic generation of parents we have ever seen,’ Jeff Fromm, co-author of Marketing to Millennials and Millennials with Kids, tells LS:N Global. ‘They will trade up and down based on their adept skill at crowdsourcing information from their peers and other sources.’