R E T A I L D E S I G N : U . K . Bundle of Joy There's more to creating an in-store experience than marrying product with space, as Mamas & Papas' new London outpost proves. AND Y TOW NS E ND, LO N DO N By John Ryan, European Editor quipping a nursery for a new baby can certainly be a time fraught with anxiety for new parents, with so many open-ended questions to answer: What should we buy? How do I know whether this product is right for my son or daughter? Finding a store that both meets these unfamiliar needs and reassures first-time parents is likely to be tricky. But one solution can be found in the Westfield London shopping mall, where baby product and maternity wear retailer Mamas & Papas (Huddersfield, U.K.) recently opened a new store. This location aims to offer a sense of calmness and clarity, doing so not just through design, but also by vmsd.com | september 2016 59http://www.vmsd.com