With Korea having one of the lowest birth rates in the world at 1.1%, the launching of a new mother and baby brand might seem counter-intuitive. However, Marie’s Baby Circle is all about empowering a new era of millennial parents.

Owned by the retail giant E-mart, the first store has opened in the new Starfield Hanam shopping mall in Hanam, Gyeonggi Province. The store and much of the branding has been created and executed by British design agency Dalziel & Pow and influencers such as bloggers are referenced in merchandising across the store which has a new generational interactive appeal.

The aim of the store is to provide a community for new and expectant parents with a focus on the modern millennial. The design cues for the space focus on contemporary quality furniture and a sense of luxury and well-being. There is a concentration on personal shopping with an area situated at the heart of the store, enabling assistants to get to product fast while mums and dads sit back and relax.

Marie’s Baby Circle has opened in Starfield Hanam shopping mall | Korea

For expanding families bringing in young children, the merchandising features interactivity: a wooden digital projection wall designed using ‘conductive ink’, responds to touch, triggering different animations and sounds. This includes a kids corner featuring a family of snuffling and snoring giant bears in different textures, providing a cosy story time area; a giant toy space rocket in lift-off mode in the fashion space and in sleepwear you can hear the nighttime sounds of owls and crickets.

To stamp the business as a destination there’s a baby canteen offering a healthy menu for parents and infants.


Sinjang 2(i)-dong, Hanam-si, Gyeonggi-do, South Korea