The Ne.Ne.Ne. shop is a multi-brand store for children from 0 to 7, designed in collaboration with the client who required a minimal design solution that accentuates the product display. Alongside children’s clothing and footwear, the store offers didactic toys and maternity accessories, seeking to erase the usual gender differences by providing a selection of unisex clothing. The gender-neutral approach is reflected in the avoidance of pink and blue shades, and in the use of neutral colours, combined with wood and metal.
The floor is covered with carpet so that children feel comfortable, as if they were on a playground. There is a tree in the middle of the store, which creates a central spot for playing, drawing, and creativity. The interior is deprived of usual children’s décor, with the aim of inspiring a child’s imagination with the use of simple, linear forms - a wooden box is not merely a box or a shelf, it is also a toy house, a chair, a wardrobe, and whatever else kids might imagine when they enter a world with a tree growing in the middle of an indoor space.
The ceiling is open, exposing old brick layers of the building, and the large front window brings light into space, highlighting the light, mint green walls. Guided by the brand copy, we aimed to create a small place with a great attitude.