nd identity, the new concept focuses on the brand’s fashion-forward style with playfulness and attitude. “New communications were also developed to allow for better product storytelling as up until now, Balabala spoke little of their product features and benefits. The new concept encourages the brand to communicate their quality and thoughtful design to shoppers in-store,” stated a release from the agency. The store design theme is centred around circles and triangles, which feature throughout, while a colour palette was developed to complement Balabala’s signature yellow, resulting in playful colours such as “candyfloss”, “snow” and “orange juice”. Balabala’s latest collections are now showcased on grid panels, which are mounted on wheels so displays can be easily moved around, encouraging flexibility and freshness. Fun, oversized inflatable shapes placed around the store add an element of surprise and play for kids. Even trying on clothes has been transformed into a fun family experience at Balabala. “Iridescent cylinders… create quirky changing pods, which are surrounded by seating, merchandise and playful activations such as claw machines to keep children entertained, along with payment and a personalisation station,” said Dalziel and Pow. “The dedicated space allows customers to browse the range of Balabala’s customisation services.” But perhaps the hero of the store is the Infinity Wardrobe, a 360-degree rotating display of outfits to help customers mix and match outfit combinations, ideal for Balabala’s stylish shopper. In contrast to the fun, bright zones for the older kids, the baby department is calm and playful with a pastel colour palette. Customers are also invited to use the private parent and baby feeding and changing rooms located in the space. Launched in 2002 in China, Balabala offers apparel and accessories for kids aged from 0 to 16, with a focus on offering fashionable and affordable clothing. It is owned by the Semir Group and is currently looking to overseas expansion.