South Korean nursery brand, Marie's Baby Circle, is designed to be an information resource for parents having their first child

Marie's Baby Circle has opened a store all about offering guidance and counseling to new and expectant parents in East Seoul. The brand is owned by E-mart, the largest retailer in South Korea. The concept for Marie's Baby Circle was designed and developed by British ad agency Dalziel + Pow.

“Placing new and expectant parents centre stage, Marie’s Baby Circle is a supportive community – providing everything they need to enjoy their pregnancy and prepare for parenthood,” reads their description.

The concept is right in line with the country's reality with one of the lowest birth rates in the world, making most parents, new parents. Daziel + Pow designed the store based on “mission-based zoning,” so that items searched for the most — toys and clothes — are the front, and time-consuming purchases like cribs and changing stations are towards the back.

At Marie's Baby Circle parents can learn about important information while they shop, by looking at a digital wall with animations that explain different sides of parenting a baby, from nutrition and feeding to sleeping. There's also a “Baby Canteen” with healthy food options for both the infants and their parents.

Marie's Baby Circle Baby Canteen

Pregnant women can sit at the shopping lounge while staff brings them items to look at, as well as feed and change their babies—if they have them, at stations located in the store.

A Mother's Market section sells products created “for moms by moms,” and features prominent pictures of the creators, as a way to establish a personal connection.

Marie's Baby Circle Mothers market

This way the store manages to stay relevant, in a country where brick and mortar retailers are struggling to stay afloat. “South Korea’s thriving m-commerce market and lightning-fast delivery can present a challenge to physical store visits. The solution? Social, interactive and supportive elements that enrich the store experience, encouraging parents to spend time with this new community of peers and credible experts,” reads Daziel & Pow's description.

Dalziel & Pow

Marie's Baby Circle has opened a store all about offering guidance and counseling to new and expectant parents in East Seoul. The brand is owned by E-mart, the largest retailer in South Korea. The concept for Marie's Baby Circle was designed and developed by British ad agency Dalziel + Pow.

“Placing new and expectant parents centre stage, Marie’s Baby Circle is a supportive community – providing everything they need to enjoy their pregnancy and prepare for parenthood,” reads their description.