The paper focus on the environment impacts on the choice of the store compared to the product offer (Addis 2006) in the kids sector, considering the evolution of physical retail and their transformation, according to a research conducted by the Walker Study (2016) that states probably by 2020 86% of consumers will see the customer experience as a the most important differentiation factor of the product and of the price. Starting from convergence of several computing areas that Ambient Intelligence involves (AmI) as ubiquitous or pervasive computing, intelligent systems research, context awareness, the research, after examining some emblematic cases worldwide, focus on how this tecnology can improve kids retail, how the perception of space and the purchase experience change, how is possible stimulate new functions inside stores, in a kids-centred design vision.
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