// John Lewis unveils new kids trail design concept in its Oxford Street store
// The fourth floor features a reading corner, themed play areas and monster hunts
John Lewis has revamped the children’s department inside its Oxford Street flagship with a new kids trail design concept.
The fourth floor has been given a playful makeover and features a monster hunt, reading corner and interactive play areas as well as an expanded range of children’s clothes and toys.
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Each department on the floor – toys, nursery accessories, prams, clothes and books – is linked together by a colourful path that leads to interactive displays.
The revamped toy section includes a miniature race track for its Micro Scooters range, interactive Lego stations and a Scalextric track that children can activate at the push of the button.
The new concept will also be rolled out to the retailer’s Liverpool and Milton Keynes stores following the success of its Horsham opening earlier this year.
John Lewis executive director Naomi Simcock said: “It’s all about elevating the fun. These playful showcases create a destination, not just a shop. It’s somewhere children will want to be.
“We’ve long been the ‘go to’ for new parents, looking for a helping hand at the early stages of their family life. We’re building on this trust with an even bigger and better range, to support children of all ages.
“This is backed by immersive in-store experiences – from brand partnerships to character appearances – and an expanded nursery advice offer, which we know is loved amongst new parents.”
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