Where thoughtful design meets modern parenthood

In the evolving world of design, some of the most compelling innovations are born not from spectacle, but from lived experience. Such is the case with the collaboration between London-based design studio Morrama and Loopie, a female-led Indian startup rethinking baby essentials for modern parents. Together, they have set out to reimagine a familiar object — the baby stroller — through the lens of clarity, empathy, and intelligent design.

Founded in London, Morrama is celebrated for its human-centred approach to product design, quietly shaping objects that feel intuitive, refined, and purposeful. Through its multidisciplinary practice, the studio has built a reputation for creating products that sit effortlessly at the intersection of form, function, and everyday life — making it a natural partner for Loopie’s vision.

Designing for Real Life

Rather than treating the stroller as a purely technical object, Morrama and Loopie approached it as an extension of daily movement — something that must navigate crowded streets, tight doorways, and the unpredictable rhythm of parenthood. The result is the Loopie Hop, a stroller that balances visual simplicity with deeply considered functionality.

Lightweight yet robust, the design prioritises intuitive use: smooth manoeuvrability, a one-hand fold, and a structure that feels reassuring without unnecessary bulk. Every element has been stripped back to essentials — comfort, safety, and ease — allowing the design to speak through experience rather than excess.

A Global Collaboration with a Local Soul

What makes this partnership especially compelling is its cross-cultural dialogue. Morrama brings a global design sensibility rooted in restraint and precision, while Loopie grounds the product in the realities of Indian parenting — diverse terrains, fast-paced urban life, and the need for durability without compromise.

The development process moved with notable agility, supported by close collaboration between design, engineering, and manufacturing teams. By focusing on intelligent construction rather than overengineering, the stroller reached the market quickly while maintaining quality, longevity, and affordability. You can explore more of Morrama’s multidisciplinary work here.

Female-Led, Future-Focused

Loopie’s emergence reflects a broader shift in contemporary design — one where female founders are reshaping everyday products with empathy and lived insight. Founder Akriti Gupta’s perspective as a mother informs every design decision, ensuring that functionality is driven by real need rather than aspirational aesthetics.

In a rapidly growing market, Loopie positions itself not as a luxury statement, but as a design-led essential. Morrama’s involvement elevates this vision, demonstrating that thoughtful design does not need to be exclusive to feel considered. See more of Morrama’s collaborations with brands and startups on their official website.

Redefining the Everyday

The Morrama × Loopie stroller is not about reinvention for its own sake. It is about refinement — questioning how everyday objects can better support modern life. In doing so, the collaboration challenges the notion that baby products must choose between practicality and beauty.

Instead, it offers something more enduring: design that understands its user, respects their time, and moves with them — effortlessly.