Mamas & Papas

White City, London, United Kingdom

Vitra developed the new Mamas & Papas flagship store in London, together with architects Dalziel & Pow and lighting specialists Ansorg. An ensemble of coordinated materials, shopfitting systems and lighting fixtures is digitally enhanced to the meet the demands of Generation Y.

Mamas & Papas is a nursery retail brand that inspires young families and helps them navigate the world of parenting. The specialist retailer now has 31 stores throughout the UK, including the recently launched flagship store in Westfield White City, London. Digital elements and a full-service shopping experience tailored specifically to Millennials – tech-savy and experience-oriented 28 to 35 year-olds – were planned right from the early concept stage. The store interior exudes a sense of calmness and clarity, and is organised into different ‘worlds’ based on the key needs of new parents. Animated wall projections of clouds take on animal forms, adding a subtle touch of technology.


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