The kids floor will be a unique and exciting space to shop and play, according to David Jones, offering five distinct neighbourhoods designed to allow customers to explore the mini-worlds, including 100 Acre Wood, a Marvel-inspired New York City, Disney Princess fairy tales, as well as a Star Wars themed area and a High Street; featuring Country Road, Seed Kids, Armani Junior and Polo Ralph Lauren.
We are here to create new and very magical, special experiences that have never been done before,” said David Jones CEO David Thomas.
“If we think of great international cities, you think of London; New York; Paris; Tokyo. Each of them have a unique and special department store experience that speaks to the culture in which they operate.”
Though it’s not just about the brands, according to Thomas, but the experience that those brands bring.
“Creating a very intimate and fun environment is critical to bringing people into the physical space, and creating something that other competitors, and online, can’t create,” said Thomas.
“It’s sensory magic.”
The kid’s level will be opening to the public in late November, before Christmas, with further floors to open next year and the full refurbishment to be completed in early 2020.
The colourful and creative worlds of shopping, play and exploration will be designed to deliver an inspiring and unexpected experience, according to Kylie Watson-Wheeler, senior vice president and marketing director of Disney Australia and New Zealand.
“From late November, the young and the young at heart will be wowed as they roam [these experiences]… with hidden surprises that will keep people coming back again, and again,” said Watson-Wheeler.
While the entire floor is dedicated to the kids, mums haven’t been forgotten, with pram parking being integrated to allow parents to “engage in the space in a different way”, according to Thomas.
Additionally, “new and exclusive product” will be offered in this space that is not available elsewhere; though specifics of this product will be shared at a later stage.
David Jones announced the $200 million redevelopment of its Elizabeth Street flagship earlier in the year in the hopes it would serve as a “shining beacon” for the struggling business.
At the time the upmarket department store announced it had inked exclusive deals with Louis Vuitton, Gucci and Chanel.
These exclusive deals can’t be cheap – a key factor for a business forced to book a $712 million write down on the value of the department store earlier this year, amid lacklustre sales.
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