High-end baby retailer Giggle recently opened its new Soho boutique just blocks away from its previous store. The single-floor store—its third in NYC—aims to speak to design-conscious parents with a unique layout of its baby and toddler furnishings, toys, clothing and, of course, all that other gear like strollers and car seats.
At 1,800 square feet, it's smaller in size than its Upper East and West Side shops, but the cozier digs were intentional, it says. Giggle turned to a new store design that might remind some shoppers of a prettier, sweeter version of Ikea's showrooms. It carved out four separate sections within the store to create a series o nursery "vignettes," or layouts, so parents can see its stylish wares set up in different ways. Innovative shelving makes use of the vertical space giving the whole NYC children's shop a sophisticated and airy feel to it.