Early Learning Centre (ELC) has revealed its new ‘playground for little pioneers’, delivered by strategic design consultancy 20.20.
With a focus on imagination, discovery and interactivity, the brief was to reimagine the design of the ELC stores, creating a concept that could be incorporated into Mothercare stores whilst retaining its own identity.
A key feature of the new 3,500 square foot environment is a central interactive zone where kids can climb in and out of a hot air balloon fixture or play with their favourite toys. In the Little Learners section, 20.20 has also designed a reading tree, which invites children to pick a book from its branches and take a seat to read.
Engaging display ends have been created to encourage interaction and play. Extra storage has also been added to make the current furniture as useable and flexible as possible.
Mariann Wenckheim at 20.20 commented: “The new ELC at Mothercare is an exciting space that appeals to parents and children alike. We’ve created an environment in which youngsters can explore, learn and express themselves, giving mums and dads time to shop. Our product presentation is gender neutral and focuses on themes that encourage children to play.”
The first shop-in-shop launched at Mothercare’s Manchester Fort shopping park store and is now being rolled out into each of Mothercare’s new stores across the UK.