Interior design of the “Bikes & Bikes Kids” retail hall for children’s and teen bicycles at MEGA Parnas shopping center, Saint Petersburg.

This project was aimed at creating a unique environment for selling children’s and teen bicycles, scooters, and balance bikes. Our goal was to transform a retail space into an engaging, interactive environment where choosing a first or new bike becomes a real adventure for young customers.

Concept and zoning

The main product display — children’s bicycles — is organized along the perimeter of the nearly square-shaped hall using wall-mounted stands and two-tier display systems. This ensures convenient visibility and access to a wide assortment of products.
On the right, near the exit, is the checkout counter.

Central play area

The key design idea was to place a round, colorful play zone in the center of the hall — visually styled as a cartoonish courtyard lawn, surrounded by bright little houses. This area performs several crucial functions:

• A powerful magnet for children’s attention: Its vibrant appearance instantly attracts the eyes of young visitors and their parents passing by the shopping gallery.
• Engagement and leisure: While adults are consulting with staff or finalizing a purchase, children can actively and joyfully spend time testing products right on the spot. This significantly improves the comfort of visiting the store.
• Dynamic showcase: The play area works as a perfect display for products intended for the youngest customers: balance bikes, tricycles, and scooters are “parked” here, allowing kids to immediately “try on” and test the items in an interactive way. After such a hands-on trial, it becomes much harder for parents to leave without a purchase.

Atmospheric decor and navigation

The store walls support the overarching concept with original cartoon-style graphics illustrating a map of urban streets and routes. This design element not only creates the feel of a city adventure but also intuitively guides visitors, reinforcing the unified, playful concept of the space.

Result: a store you want to stay in

As a result, we transformed a children’s bicycle store into a unique, emotionally engaging environment that turns the selection and purchase process into an exciting family experience. A bright, well-thought-out design focused on impressions encourages longer visits, builds emotional attachment to the brand, and ultimately increases customer loyalty and sales. Thus, retail design based on a deep understanding of the target audience becomes a powerful tool for attracting and retaining customers.

Authors:

Fedor Mironov
Alina Filimonova

2017