Pitti Immagine Bimbo is on again this year. The must-see event dedicated to children is in its 90th edition. The Kids Concept Store, is one of the news presented this year, a new way of shopping offering adults and children a complete and exciting experience. This 100 m2 space, presented by the co-design platform The Playful Living in collaboration with Cilab (Politecnico Milano Creative Industries Lab), combines different product sectors. Here technological innovation and services coexist, creating new purchasing models in a balanced mix between e-commerce and traditional shopping. An idea also shared by Italtrike, which believes the retail world should evolve at the same pace as the market changes. It is a reference point where to create relationships, connect and meet specialists who want to share their expertise with families. At the same time, it is also a hybrid space where it is possible to experience the product and therefore allow children to play with Italtrike trikes and bikes. Retailtainment replaces rushed shopping and the purchase is the final phase of an involving and exciting experience in the shop and the product the concrete answer to kids’ and parents’ needs.