Founded in 2012 as an online store, Le Petit Society has opened its first physical outlet, a concept store at the Downtown Gallery.

Its aim is to bring together the digital and real world, says the childrenswear brand’s co-founder Robyn Liang.

As an extension of its website and in response to its large Singapore customer base, the store offers complimentary in-store self-collection of items bought online. Buyers can also opt to have purchases delivered to their homes, offices or (for gifts) directly to friends.

Le Petit Society co-founder Dylan Ong says the spatial planning of the concept store projects one of its key brand messages, From Party to Playground to Playpen. The brand aims to translate this message using window displays and innovative visual merchandising.

A feature of the store is a multifaceted corner that offers activities for children while their parents are shopping.