Early Learning Centre unveils new store design from 20:20

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ELC's new-look store design

ELC’s new-look store design

Early Learning Centre has unveiled 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 re-imagine the design of the Early Learning Centre stores, creating a concept that could be incorporated into Mothercare stores whilst retaining its own identity. The first shop-in-shop launched at Mothercare’s Manchester Fort shopping park store, welcoming mums, dads and little shoppers.

A key feature of the new 3,500sq ft 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 designed a reading tree, which invites children to pick a book from its branches and take a seat to read.

Hands-on, play and learn fixtures have been incorporated into existing units. Engaging display ends have been created to encourage interaction and play. Extra storage has been added to make the current furniture as useable and flexible as possible.

Commenting on the project, Mariann Wenckheim at 20.20 said: “The new Early Learning Centre 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.

“We deliberately chose a muted colour palette that doesn’t over stimulate to create the optimal learn and play environment. Our product presentation is gender neutral and focuses on themes that encourage children to play.”

The new Early Learning Centre concept from 20.20 is now being rolled out into each of Mothercare’s new stores across the UK.

Alongside its work with the Early Learning Centre and Mothercare, 20.20 has also completed branding and interior design projects for other leading names in the children’s retail sector, including Kiddicare in the UK, and Prénatal and Joker in Europe.