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The Chalhoub Group, distributors and retailers for the Middle East, has launched Katakeet - a new luxury multibrand childrenswear concept store; the first of its kind in the UAE. Located on the first floor of the Abu Dhabi Mall and aimed at children aged 0-10 years, the store features premium brands including Burberry, Baby Dior, Rykiel Enfant, Fendi and Tartine et Chocolat.
UK creative agency Caulder Moore was asked to create a unique emotive experience for this totally new concept; with a brief encompassing brand, interior, graphics, packaging, illustration and online design.
’Katakeet’, meaning ’baby chicks’ in Arabic, is also used to describe anything that’s small and cute - like children, and was chosen to resonate with both local regional consumers, as well as an international audience.
The store is designed as a magical open children’s storybook, with cute illustrations created by children’s illustrator Polly Dunbar featuring key icons ’Beau’, ’Belle’ and ’Bebe’.
Dwell time and product discovery are maximised for both parent and child through an exciting voyage of discovery.
Avoiding standard mannequin displays, the window campaign showing Belle and Beau playing while trying to capture the collections the flying birds are carrying; creates something special that captures the imagination of both adult and child.
On entering the store children are absorbed by the magical pages of the windows where they are tempted on a journey of discovery to hunt for lost items, at the end of which they are rewarded with a special gift and sweets from a giant sweetie jar.
The journey continues in-store with the children’s style parade, where Beau follows the planes and Belle the butterflies into the enchanted wood passing the magic wardrobes which are surrounded either side by Dunbar’s signature tree illustrations.
At the centre of the store a tree with changeable leaves bears gifts from its branches.
In the boys’ area a secret door displays boy’s accessories and a keyhole allows children to peer into to see a film of Beau and Belle playing.
In the girl’s area, accessories are displayed on a "mirror mirror" on the wall, and a giant interactive storybook that children can turn with a sweep of their hands reveals the story of Katakeet in English and Arabic.
At the end of the journey children can look through the window of Bebe’s nursery at the toys.
The cash desk displays treasures for celebratory occasions, with an illuminated mobile of the icons suspended overhead. And the fitting rooms are designed as fold- out book pages, with illustrated seats emerging from the wall, music playing and a scented box concealed in each area.
Ian Caulder Creative Director at Caulder Moore summarised the agency’s work, "With Katakeet we’ve created a completely innovative concept with an interactive, multi-sensory luxury shopping experience that for the first time appeals to both parents and their children, striking at the heart of what it is to be a child to create a truly memorable experience and lasting emotive connection with the brand."
Frederica Tribuiani, Senior Corporate Communication Manager at Chalhoub Group said, "We are very pleased to have worked with Caulder Moore for the creation of our first children’s wear luxury concept, Katakeet, as they perfectly translated our vision into a visual identity that is consistent throughout all communication tools. The team is proactive, creative and it was a real pleasure to work with them."
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