Detskiy mir children's fashion stores 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.
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
Learn more about the project
Detskiy Mir means "Children’s world" - 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”.
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.
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 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.