Objective: Create a new kids and baby brand in South Korea. Help this brand stand out from competitors and offer customers a unique environment to shop and play in store.
Solution: We created Baby Circle. A beautiful, bright and engaging brand that has digital experience woven throughout the shopper journey to surprise and delight customers. Following our ethnographic research, we invented a set of quirky and fun characters that would become synonymous with the brand. Each character is in charge of a specific department within the store so parents can quickly and easily orientate themselves in a fun way. There are multiple engaging digital installations placed throughout the space: A height and weight station where kids interact with the animated characters, whilst subtly being weighed and measured for the correct child seat and a digital centrepiece was constructed creating a unique play area. This tactile, conductive ink and projection mapped wall is a place for both kids and parents to explore and play. The wall has simpler games in the lower section for younger children, with puzzles and interactions becoming more complex higher up for the older kids and adults.
Results: The stores are a huge success in South Korea with the character range now being developed into merchandise lines and continued store roll outs. Sales are outperforming all other brands in the E-Mart’s retail portfolio.
Here is an early scamp of mine for the conductive ink interactive retail wall, with initial thoughts on the world for the characters to inhabit.
This is the set of characters I conceived that will help parents navigate and shop the online and offline space, as well as inform and reassure these new parents in unique and entertaining ways. All will have a set of Emoji's and can be used to communicate in online chat as well as being developed into toys and merchandise.