Level Kids Design & Branding, Case study Level Kids by Fitch

Level Kids

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Industry Department Stores & Shopping Malls
Media Design & Branding, Case study
Market United Kingdom
Agency Fitch
Executive Creative Director Alasdair Lennox
Creative Director John Regan.
Designer Felicity Goodenough
Released October 2016


One Show 2017
Design Immersive / Environmental: Indoor Spaces Merit

Credits & Description

Media: Case Film
Client: Chalhoub Group
Product: Level Kids
Agency: Fitch London, United Kingdom
Entrant: Fitch London, United Kingdom
Product/Service: Level Kids
Idea Creation: Fitch London, United Kingdom
Ecd: Alasdair Lennox (Fitch)
Creative Director: John Regan (Fitch)
Client Director: Kevin Doherty (Fitch)
Client Manager: Magdalena Leibrandt (Fitch)
Designer: Felicity Goodenough (Fitch)
Associate Strategy Director: Bernadette Morrison (Fitch)
Associate Design Director: Romin Mehdizadeh (Fitch)
Design Director: Rein Estigoy (Fitch)
Associate Design Director: Shaadee Alam (Fitch)
Associate Design Director: Julien Queyrane (Fitch)
The Campaign:
We created an enchanting children’s shopping universe in which each and every detail would be designed exclusively for kids and parents – a World of Wonders. Level Kids is a truly immersive experience in the region, where interactions are playful and naturally engaging. The store is a destination where children can get something more than they could ever have at home or on a screen. Here they have a place to play and discover dreamlike spaces and wondrous sights whilst shopping for some of the most prestigious fashion brands in the world.
Creative Execution:
Spanning over three floors and across 10,000 m
the store creates a ‘World of Wonders’ inspired by water, air, land and sky. Children and adults embark on an ethereal journey through the elements; from the underwater-themed ground floor, up to a land of magical trees with enchanted walkways, giraffes and monkeys, finally visitors ascend to the top floor and a blue sky filled with windmills, balloons and fluffy clouds.
The use of in-store digital in conjunction with a sensorial rediscovery taps into a child’s imagination and natural urge to play, a need for disconnection from the mundane day-to-day reality. Every value-added element in the store is child-centred, combining retail, entertainment and luxury. This ranges from the Level Kids Spa & Salon and the VIC (Very Important Child) room to a performing arts classroom and an imaginative play area called the Palace Garden.
Indication of how successful the outcome was in the market:
The visit rate has exceeded expectations. Level Kids is quickly becoming an international reference in luxury children’s retail but, more importantly, the Chalhoub Group has received numerous handwritten notes from children as young as five expressing their love for the store and the experiences they had there.
Linton Crockford-Moore, Chalhoub Group Creative Director, had this to say about the collaboration: “The retail landscape of tomorrow is all about experiential retail design, a landscape where consumers are looking for meaningful shopping experiences that are emotional and engaging multi-sensorial journeys. This collaboration provided just that, whereupon they have met our vision beautifully by creating a space that is playful, wondrous and fashionable.”
By using optical illusions and playing with scale, our design strategy was to stimulate the imagination with children and prompt engagement. Through the multi-sensorial experience, the children develop a true emotional connection with the space. They want to be in it, they want to interact with it. This allows parents to shop while kids are entertained. As a result, Level Kids is now more of a family destination than a store, with the merchandise purchased a complement to the in-store experience.