Filou & Friends.

Children shop with their parents at Filou & Friends. For very good reason.

A unique and flexible store concept that can be applied at a range of locations. With its own identity and look. Every location can be emptied, reorganised or adapted in one smooth, fascinating and, above all, simple process. Is that possible?

Children shop with their parents at Filou & Friends. For very good reason. A static environment is not the best way to showcase clothes that are designed for playing and romping around.

Store area
Filou & Friends
Waregem - Zottegem - Mol
Bronze A’Design Award (IT)
Longlist Dezeen Awards (GB)
DNA Awards retail (FR)
Commerce Design Awards (BE)

The conceptual solution comes straight from a child's imagination. Via FIVE AM, of course, who designed a long, continual rail on which the idea, quite literally, hangs. The rail follows the outline of each individual location and offers space for climbing frames, changing room curtains and clothing. 

The shop can easily be customized by the staff depending on the different seasons and collections.

It only takes a few minutes to move all of the elements. Small, flexible, wooden cabinets double as display and storage areas. Rubber blocks create play areas and a work table. Recognisable materials and neutral colours put the spotlight on the clothing as you step into the child’s world. And you can bet that the children will find the hidden entrance to the ball pit a lot quicker than the adults.

Foto's: Luc Roymans