Congratulations to all those who worked on the Mamas & Papas store in Westfield London. Last night it was chosen as the winner of the Flagship & Store category at the tenth POPAI Awards, which celebrate creativity, innovation and best practice in retail marketing.

Created with millennials in mind, this digitally enhanced store concept is designed to inspire and support young families. The interior is organised into ‘worlds’ based around key shopping missions, and filled with considered details – from a flexible space to host parenting events for the community, to private feeding and changing rooms. You can read all about the project on our Work page.

And you can view the full list of POPAI winners here.