Today the major department store Åhlens City in Stockholm introduces a new children’s area concept – which will later be introduced to more Åhlens stores.
250 square meters, with views of Stockholm, has been prepared for the children with a discovery trail, seating and audio experiences.
Åhléns describes Children’s World as an imaginary journey of discovery inspired by the Scandinavian natural and congenial. The idea is to give parents and children a shopping experience with playfulness, interaction and inspiration in focus.
The idea was born from two surveys in which Åhlens partly explored how their customers behave in their former children’s section, and also how they wanted the department to look and function in the future.
“We knew from the result that there was a desire for a children’s section that encourages playful learning where children can be resourceful and act independently without lecturing”, says Daniel Karlsson, Manager at Åhlens City Stockholm.
The idea of the children’s world is that customers will find everything under one roof.
“We want to encourage the joy of discovery and the children to feel the tingling sensation of finding something that not everyone knows about. Therefore, we have built the department as an exciting treasure map, surprising and playful. For example, as represented every segment of an animal having a specific color. The segment Play is represented by the moose and the colors green and pink. To find the way there, follow the green and pink attributes or animal tracks that meander across the floor”, says Daniel Karlsson.
In several rooms there are also small surprises for the children. Children can, for example, press a sound button and listen to the sounds of a bear in the woods, or call Pippi and her friends through Pippi phone.
In the children’s department offers Åhlens also a family room where visitors can warm food, breastfeed, watch movies, play and rest. Adjacent to the family room also has restrooms with changing tables.