Project Proposal: Bambino Piccolo

Bambino Piccolo is a new fashion and home furnishing retailer located on 22 and 24 Chapel Walk, Sheffield. Bambino Piccolo focuses on mothers with babies, expecting mothers, and mothers with children up to 6 years old. My ideal mother will be middle/working class and aged around 28+ years as the product materials, quality and pricing will be the most appropriate for this target market.

The idea was founded as a twist to Victorias’ Secret. Whilst working here I noticed that mothers with young children felt slightly embarrassed whilst discussing their bra sizes and trying to manoeuvre through the store with pushchairs whilst young girls spritzed perfume everywhere.

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Victorias Secret promotes confidence in women, and presumes women shouldn’t be embarrassed when talking about bra sizes etc. However, I noticed that many women especially new mothers, are not comfortable in that environment. This is due to the bright colours and the way in which VS sales associates approach the women. Image: (Retail design blog, 2014)

Mothers want a calm, relaxing environment especially when shopping with young children. In the day time mothers and babies spend a lot of time together, and after becoming a mother, women need new loungewear/lingerie to accommodate their probably, new figures, as well as baby clothes and accessories.

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ByPias is a fashion and home wear brand with retailers in Norway and the Netherlands. This will be the mood of Bambino Piccolo, I have been inspired by the relaxing colours and the juxtaposition of clothes and furniture, designed in a way to look like somebodies home. Image: (Retail design blog, 2016)

Not only am i designing a retail space, but after researching postnatal depression and isolation within new mothers I have decided to make my retail a hybrid space. Bambino Piccolo will also sit as a meeting and activity centre for mothers, our women can chat and eat with our employees and other new mothers to lower the feelings of isolation after adjusting to their new lives.

To implement this within my design, I will ensure there are relevant seating and eating areas within my retail space whilst also ensuring the integration of products is also at the forefront of the design planning.

I will also look into the psychology of colours, scents and sounds, to influence my design process and meet the needs of my target market.

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