[highlight1] Paris Kids [/highlight1]
Dalziel and Pow has designed the interiors for the kids’ fashion department of Paris, a department store in Chile. When Chile’s leading department store brand Paris embarked on a redesign of its children’s offer, it wanted to create an environment that engaged with both children and their parents. Owned by Santiago, Chile-based Cencosud Retail S.A., one of the largest retail conglomerates in Latin America.
According to the consultancy, the departments will use a ‘distinctive, fun and expressive concept’, with architectural room-sets and ‘engaging communications’ creating a focus on play. The themed room sets are connected via oversized door frames and key holes to allow a ‘sense of fun and discovery’ throughout the concept.
Dalziel and Pow was briefed to create a dynamic and playful department which sells children’s fashion, toys, shoes and nurseryitems. The concept will use a backdrop of a neutral canvas mixed with a bright pallete of colours, patterns and textures. The scale of props and fixtures is varied throughout the space.
“The idea was to design a children’s environment easily identifiable as such,” says Paula Rivera Luque, store planning and visual merchandising manager, Paris-Cencosud. “Prior to the new concept, this area was neglected, had very little personality and the environment wasn’t identifiable with the customer base. There was a necessity to create a different and engaging space.”
The initial brief was to design a space that both controlled and framed the individual brands, all while preventing the brands from overwhelming the space they occupied. “The leading department brands in Chile—Ripley, Falabella and Paris—all previously offered very similar experiences to the customer, from products to brand environment to services,” explains Juan Camilo Diaz del Castillo, design project leader, interiors at Dalziel and Pow. “There was hardly any differentiation. Paris’ new kids concept has allowed the department to stand out as the first in the market to address the issue of differentiation, consumer need targeting and expectations.”
Dalziel and Pow Design Consultants
Following the success of their re-launched women’s fashion store in 2012, Paris appointed Dalziel + Pow to redesign the children’s department for a new store opening in Quillin, Santiago. The brief was to take what was an uninspiring space and turn it into a modern department. The aim was to create an urban, playful and interactive space that engages not only children but parents too.
The concept is about adventure. The playful architecture and furniture is inspired by childhood fun – camping, tree houses, fun at the fair, skateboarding, beach holidays and hide-and-seek.
The look and feel of the department is achieved through theatrical sets resembling miniature houses, unfinished room sets, and deconstructed play areas. The department is divided between fashion, toys, footwear, nursery and accessories, with each area having its own bold and unique personality.
Fashion is split by gender and age, with spaces interlinking with each other through oversized doors and keyholes. The palette is urban and bright with quirky, unexpected details such as a table made of skateboards for boys, and a deconstructed caravan for girls. The bespoke fixtures are inspired by outdoor adventure – rope, knots and swings. The space is easy to shop through its large-scale navigation using a hand drawn version of the corporate Paris font. A series of patterns were developed, based on a geometric spirograph, to help further differentiate boys’ and girls’ fashion. A softer version of the pattern is used for babies and within nursery.
The toy area sits at the heart of the space and is inspired by a toy factory wonderland. Toys are displayed on a freestanding six-metre high industrial framework, maximising the height of the space. A mezzanine wraps around the area, used as a platform for visual merchandising. Customers can stand in the middle of the space and get a 360º view of the toys, evoking the feeling of being a small kid in a giant toy factory. This is a unique and special department and is now Santiago’s largest toy store.
[highlight1] Project Data [/highlight1]
Project name: Paris Kids
Location: Quilin, Santiago, Chile
Type: Store / Shop / Showroom / Retail
Project Year: 2012
Project Area: n/a
Completion Year: June 2012
[highlight1] The people [/highlight1]
Client / Owner / Developer: Cencosud Retail S.A.
Interior Designer: Dalziel and Pow Design Consultants – 5-8 Hardwick Street, London EC1R 4RG, United Kingdom
Text Description: © Courtesy of Dalziel and Pow Design Consultants, designweek, ddionline
Images: © Dalziel and Pow Design Consultants