During	  a	  trip	  to	  Italy	  I	  took	  advantage	  of	  the	  situation	  to	  practise	  my	  observation	  skills.....
The	  personnel	  was	  nice	  and	  the	  whole	  shop	  had	  some	  sort	  of	  vintage	  vibe,	  however,	  it	  was	 ...
                                                                                  	  	  Once	  again,	  I	  think	  that	 ...
The	  experience	  at	  the	  leather	  &	  bags	  shop	  was	  less	  pleasant.	  Everything	  in	  that	  shop	  sent	  ...
The	  collectionist	  shop	  was	  a	  gem,	  the	  shop	  window	  unassuming	  displayed	  few,	  carefully	  selected	 ...
 The	  gift	  shop	  was	  once	  again	  very	  different	  from	  the	  other	  shops:	  loud	  music	  was	  playing,	 ...
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Friederike creativity 2

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Transcript of "Friederike creativity 2"

  1. 1. During  a  trip  to  Italy  I  took  advantage  of  the  situation  to  practise  my  observation  skills..I  didn’t  have  to  make  a  big  effort  to  think  like  a  traveller,  I  WAS  a  traveller!    The  shops  I  tested  my  attention  on  were:  a  miscellaneous  rubber  products  shop,  a  photo  printing  shop,  a  leather-­‐products  shop,  a  collectionist  one,  a  gift/design  shop  and  a  kebab  seller.    I  noticed  the  first  shop  while  wandering  around,  I  didn’t  need  any  rubber  products,  but  the  shop  window  drew  me  closer  because  there  were  so  many  different  products  that  it  felt  like  one  of  those  child  books  where  you  have  to  find  Waldo  (or  his  equivalent)  among  a  myriad  of  objects.              
  2. 2. The  personnel  was  nice  and  the  whole  shop  had  some  sort  of  vintage  vibe,  however,  it  was  subtle  rather  than  obvious,  and  I  think  they  could  take  more  advantage  of  it,  given  the  number  of  people  looking  for  vintage  items.  For  example,  since  all  the  object  were  pretty  random,  they  could  use  Ikea’s  strategy  to  display  “scenes”  to  connect  the  dots  and  help  people  visualize  how  they  could  use  such  products  in  real  life.    The  photo  printing  shop  was  a  bit  puzzling:  the  sign  outside  was  very  standard  and  not  appealing  at  all,  however  the  owner  made  somewhat  of  an  effort  to  personalize  the  inner  part,  aligning  it  in  part  with  the  emotional/personal  aspect  of  printing  photos.  As  it  can  be  seen,  there  were  (of  course)  pictures,  a  bonsai,  an  old  table  and  a  place  to  sit.  The  overall  atmosphere  was  comfortable,  although  somehow  dull.        
  3. 3.      Once  again,  I  think  that  with  a  small  decorative  effort,  such  as  a  different  sign,  a  curtain  at  the  entrance,  some  colors  on  the  walls,  people  would  be  much  more  likely  to  be  drawn  in  the  shop.    
  4. 4. The  experience  at  the  leather  &  bags  shop  was  less  pleasant.  Everything  in  that  shop  sent  signals  of  stiffness  and  formality.  The  door  was  closed  and  the  personnel  was  really  unhelpful.  The  place  was  clean  but  everything  was  in  its  place,  with  items  exposed  and  organized  by  color  or  category,  nothing  like  the  joyful  mess  of  the  first  shop.            
  5. 5. The  collectionist  shop  was  a  gem,  the  shop  window  unassuming  displayed  few,  carefully  selected  items,  the  window  itself  was  engraved  and  old  looking.  Inside,  an  even  better  surprise  was  waiting.  The  owner  was  happy  to  talk  about  the  stories  behind  the  products  he  sold  and  I  had  a  great  time.  I  even  bought  something  although  I  didn’t  have  the  intention  to  do  so.  My  suggestion  for  the  owner  would  be  to  capitalize  on  his  people  skills,  which  didn’t  emerge  at  all  from  the  shop  external  appearance.  He  could  simply  write  “come  inside  and  learn  the  incredible  story  behind  this  piece  of  jewellry  and  the  curious  passers-­‐by  would  come  in  to  satisfy  their  curiosity,  probably  purchasing  something  on  their  way  out.    
  6. 6.  The  gift  shop  was  once  again  very  different  from  the  other  shops:  loud  music  was  playing,  bright  colors  were  everywhere,  unusual  and  shiny  products  were  dished  out  on  the  tables  like  design  objects,  and  the  shop  was  CROWDED.  Most  people  had  clearly  entered  just  to  look  around  and  because  they  liked  the  place  or  were  curious  about  the  strange  products  (dollar  printed  toilet  paper,  extremely  large  phones,    toasters  that  could  impress  funny  messages  on  bread  slices  etc.  The  problem  for  this  shop  it  seemed  to  me  that  was  that  although  there  was  a  lot  of  client  passage,  the  vast  majority  would  leave  the  shop  empty  handed.  One  of  the  possible  ways  to  reduce  this  phenomenon  would  have  been  to  place  the  cashier  near  the  exit  and  some  impulse  products  next  to  it  (all  products  were  instead  quite  expensive).        As  for  the  kebab  shop,  I  don’t  know  how  well  known  are  they  in  other  countries,  but  in  Germany  and,  apparently,  Italy,  they  are  very  popular  and  basically  identical  one  to  another.  Unfortunately  a  common  feature  is  that  they  look  not  exactly  clean,  dull,  and  not  very  welcoming.  The  one  I  visited  had  white  tiles,  a  neon  sign  (inside)  very  strong  odour,  partly  from  the  food,  and  few  stools  in  front  of  a  shelf  to  eat  on.  I  understand  that  this  way  client  rotation  is  incentivated,  but  at  the  end  of  the  day  kebab  is  used  only  as  cheap/messy  food,  while  it  could  have  a  much  stronger  cultural  connotation  if  the  shops  integrated  their  points  of  sale  with  their  original  cultural  traits,  as  almost  any  ethnic  foos  seller  has  done  everywhere,  making  “going  to  eat  Indian(/Chinese/Italian)”  progressively  less  about  the  food  and  more  about  the  experience.  

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