Stroller Park

Retail concept that makes stroller shopping more fun

Just Kidding

Just Kidding needed a new concept for a shop-in-shop retail formula. Something that would offer parents a unique and fun way to see, feel, test and experience strollers. 

A new identity strategy for a unique spatial retail experience in Dubai that allowed various well-known brands such as Bugaboo, Joolz, Stokke, Recaro and Chicco to be experienced by a broad range of audience. 

Challenging the status quo: Stroller Park

We were challenged to develop a strong brand experience for at least 16 different brands without losing unity and consistency. Therefore, we started by investigating the market and identifying similarities, differentiators, and opportunities in retail experiences. The conclusion of our research? ‘Dare to be different’ and make the stroller world exciting, rough, tough and fresh again.


From a bold statement to an even bolder idea

We decided to develop a retail concept that makes a strong and bold statement.

Dennis de Rond explains: “The idea was to enlarge the most important and obvious features of strollers; which are mobility, flexibility, and fun. In a stroller shop, you expect to get demonstrations, and you will be able to check out some colors and materials. But we also focused on a more important customer need; to test the stroller to the max! We came up with an icon that connects with this way of thinking: a (st)roller coaster!”


A strong name with an urban vibe 

This conceptual thinking allowed us to develo the new name ‘StrollerPark.’ Algined exceptionally with the identity, the name gives weight to the brand’s pillars. Focusing  on mobility, flexibility, and fun. For the creative implementation we also created business cards in the shape of amusement park tickets to add to the overall aesthetic of the brand.

How we helped StrollerPark create a fun spatial experience with parents 

Research & Analysis

Market scan
Target audience research
Stakeholder research
Brand opportunities

Strategy & Story

Brand strategy
Brand naming
Brand positioning
Brand story
Central message
Guiding principle

Concept & Design

Brand identity design
Brand collateral design
Communication tools design
Brand guidelines

Implementation & Activation

Project management
Collateral production

Experience design

Morouj Skyne Partner

“Out of the three options Skyne presented, this idea immediately stood out. It is truly iconic. Having a rollercoaster in a store which sells baby products is something people will talk about. I fell in love with the concept and wanted to implement it right away.”

– Ben Boenk
CEO of JustKidding

“Our idea was to enlarge the most important and obvious features of strollers; which are mobility, flexibility, and fun.”

– Dennis de Rond
Founder Skyne

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