Shopping center empire the Westfield Group tapped the Los Angeles-based firm Rios Clementi Hale Studios to reinvent the mall experience for families. A comprehensive system of design elements that spans everything from architecture to graphics helps parents navigate the mall's kid-friendly features and--more importantly--keeps kids happy.

The firm conducted consumer research studies in multiple cities around the country to understand how parents shop, and what could be done to improve the experience of visiting a mall with small kids in tow. The feedback informed the design, selection, and implementation of program elements.

Starting with the mall's Web site, parents can plan their shopping with kids by following graphic "breadcrumbs" left by the designers. “The goal was to create a program of amenities that would engage both kids and adults, and make the Westfield shopping center their destination for fun, food, education, and shopping, while also making it easier for parents to navigate the mall,” says partner Julie Smith-Clementi.

Several different nature-inspired motifs were selected for their many opportunities to educate children about biodiversity and conservation. A rainforest theme can be found in Sacramento, San Diego, and Seattle. Ocean followed in Hialeah, Hawaii, Tampa, Florida, and Los Angeles. Mountain and lake themes will be rolled out next.

For the large play areas concentrated in the center of the malls, integrated seating allows parents to take a rest, and to keep an eye on little ones. Structures for kids to climb on, hide in, and slide down are created in shapes consistent with each theme. Outer walls have cubby holes for shoes, height-restriction measure, and room for co-sponsor signage.

Rios Clementi Hale has a long history of creating educational and entertaining spaces for children, making their names with a series of childcare centers. The firm also designs and manufactures children's products through their retail arm, notNeutral. Keeping with the environmental themes, elements are made from eco-friendly materials like linoleum, recycled rubber, and renewable woods.

Brightly-colored elements keep younger kids entertained, while written facts about each ecosystem's inhabitants educate older children. "Concepts based on ecosystems are perfect for making learning an adventure for kids and bringing families together within that learning process," says Smith-Clementi. "As a bonus, the themes also promote eco-consciousness and healthy living to everyone who experiences it."

With 119 shopping centers globally, Westfield Group needed a modular system that could be easily installed at--and translated across--existing malls. The modular play areas come as a kit-of-parts so each can be adapted to different physical conditions. Walls can be arranged into irregular shapes to fit floorplans, and removable elements like cling graphics were employed.

Throughout the mall, wayfinding signage gives fun facts about the rainforest and points families toward the play area, food court, and bathrooms.

A family dining area is denoted within the mall's food court. Throughout the rainforest signage system, ants are used as wayfinding elements, while the monkey signifies information. The images also make a fun matching game for kids to spot throughout the mall.

Kid-sized tables are situated alongside the grown-up versions. The green chairs for children are designed by notNeutral and made from 100% recycled high-density polyethylene plastic.

Family lounges were created especially for parents with infants and toddlers. Comfortable seating and area rugs share the space with kids' videos, private nursing rooms, changing areas, and family restrooms. Toddler-sized bug stools were designed by Rios Clementi Hale.

Brightly-colored graphics carry the system out into the parking garage, where spots closer to the elevators are reserved for families, and weary parents can have an easier time locating their cars at the end of a busy shopping day.