Brand experience design
Concept development
Scotch & Soda kids concept
Location
Worldwide
Role
Concept retail designer
Year
2023
Kids and shopping usually don’t go well together. My aim was to make sure that the shopping experience for kids would be fun, an escape from the dread both parents and kids associate with going on a shopping excursion together. My question was: How can we make the shopping experience fun for kids, based on the Free Spirit of Amsterdam feeling and Scotch and Soda kids’ clothing line?
For my inspiration I started with the kid’s collection of Scotch & Soda containing labels and embroidery such as 'stay sunny' and 'radiate positivity’. I aimed to evoke that feeling of joy and happiness. To me it meant picking a color that reflected that feeling, whilst capturing the eye as soon as you step into the store.
I chose to use yellow as a base colour, symbolizing that joy and happiness. It is also gender neutral, reflecting the Free Spirit of Amsterdam and fit in with the overall brand color scheme of Scotch & Soda. To amplify the feeling of staying sunny and positivity I opted for an ombre wallpaper, a look that is frequently seen in Scotch & Soda clothes.
Amsterdam coat of arms
For the design language I was inspired by the Scotch & Soda concept designed by Brand Bureau New York, containing iconic features such as the Amsterdam coat of arms. You can find these crosses stitched on the back pockets of Scotch & Soda jeans. I incorporated them in a table set shaped like triple crosses. This setup is crafted with flexibility in mind; given that most stores only allocate a small space for kids, the table arrangement is easily adaptable to the limited space typically reserved for kids in stores. For instance, the triple crosses can be merged together to accommodate various layouts.
Feeling free spirited
To capture the Free Spirit of Amsterdam feeling, I envisioned a mirror that would make it fun to stand in front of it. Maybe even inviting kids to dance and move. Originally an infinity mirror, technical constraints led to its transformation into a mirror with LED strips next to it. The Free Spirit of Amsterdam also means sustainability to me, so I used recycled plastic as detailing for the crosses in the stools.
The result is a shopping experience that not only makes shopping for children fun, but also embodies the spirit of Amsterdam through color, design, and a touch of sustainability.
