Puzzling - IDEA 2023

Puzzling

Kellie Newman

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Puzzling retails children’s educational toys and is the first concept store. Located in a competitive retail environment, the key brief was to create a strong brand. The concept, intended to spark the imagination, was a “playground for your mind” Hints of a park setting are introduced through tree-like displays, patches of grass and a little cave to play in. Chalkboard graphics throughout the store, illustrating thought, idea and speech bubbles that comment on the products, are linked through a dotted line which meanders from the walls to the ceiling and then takes off in a rocket ship into space.

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Design Practice: Kellie Newman