Dalziel & Pow Launches Innovative Retail Space in Suzhou, China, for Children Clothing Giant Balabala

May. 16, 2025

Global design and strategy studio Dalziel & Pow recently unveiled the eighth generation image space design for Balabala, a leading Chinese childrenswear brand. The first store in the series is located in Suzhou - which opened on 8th May 2025 - and the design concept will be gradually promoted to thousands of stores in the brand's global regions such as China, the Middle East and South East Asia. 

Since the establishment of a strategic partnership in 2009 Dalziel & Pow has continued to help Balabala renew its brand image. The eighth-generation space image store has targeted the new generation of parents with the core concept of "growing together" and conveying the brand's trend-setting strength through fashionable and avant-garde design language.

The size of China's new generation of parents continues to expand, with highly educated and highly digitalised consumers accounting for more than 80% driving consumption upgrades. Facing the wave of quality consumption set off by China's millennial parents, Dalziel & Pow created a "mini catwalk show” experience area, which retains the brand's iconic fun elements while injecting a more textured spatial language to inspire young people to explore personalized dressing styles.

The giant pedestal customised lighting installations and brand-exclusive color blocks collide to create a wonderful chemical reaction, building a fashion paradise full of childlike fun.

As the largest children's clothing brand in the Chinese market, Balabala covers all age groups from newborns to teenagers and has nearly 5000 stores in China. Its iconic creative silhouettes and color combinations continue to create aesthetic solutions for children's life in various scenarios such as camping and water activities.

Tim Gravelling Creative Director Dalziel & Pow said: 

“Our 15-year partnership with Balabala has always been centered around the core idea of ​​inspiring children to express themselves. The new store design not only reflects the brand's ambition to advance into a fashionable lifestyle but also continues its original focus on the children's group. This is not only a shopping space but also a fashion catwalk that inspires imagination allowing parents to enjoy the fun of shopping while igniting the infinite creativity of their children."