SuperMoments' store design blends activity and merchandising that's fun for children and nostalgic for adults, creating an experiential brick-and-mortar space

SuperMoments, a Spain-based children's apparel retailer, recently opened a new prototype store in Valencia that's disguised as a playground. The space aims to replace the boredom kids can experience on a shopping trip with an environment that encourages them to have fun, reinterpreting the playground aesthetic to create an interior environment where kids can explore and play.

Dispersed around the store are custom-designed fixtures that incorporate tunnels to climb through and secret passages that lead to places like the blue carpeted audiovisual room.

SuperMoments focuses on selling character-based products that are already heavily themed. The store design doesn't visually overwhelm the merchandise, and instead relies on simple shapes and a three-color palette of yellow, red and blue.

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Familiar outdoor playground elements including painted pavement markings, metal climbing bars and a merry-go-round are transposed into the store interior. The space offers kids the freedom to use some of their energy to crawl, climb and roll around, deviating from using video games or toys to distract kids and instead getting them to engage in physical play.

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SuperMoments

SuperMoments, a Spain-based children's apparel retailer, recently opened a new prototype store in Valencia that's disguised as a playground. The space aims to replace the boredom kids can experience on a shopping trip with an environment that encourages them to have fun, reinterpreting the playground aesthetic to create an interior environment where kids can explore and play.

Dispersed around the store are custom-designed fixtures that incorporate tunnels to climb through and secret passages that lead to places like the blue carpeted audiovisual room.