A Crash Course on Creativity II PRACTICE By Pablo Caraballo Sacaluga

1. PRACTICE II. A Crash Course of Creativity
Are you paying Attention?
Pablo Caraballo Sacaluga

2. WHAT I DO?
 I have visited some establishments trying to discover
some particulary things.
 Those are my sample:
 1) Francis’ Coffeshop
 2) Donner Kebab&cocktail bar Anubis
 3) 100 Montaditos (Spanish Franchise)
 4) Photocopying ReadCopy
 5) Supermarket M.A.S.
 6) Intimissimi

3. FRANCIS’S COFFEESHOP
My first impression didn’ be the
best, but I think ; well let’s give
them an oportunity, and I just took
a coke and started paying
attention.
• No merchandising, only own
sales or menus
• Walls were pistachio green and
the flor was compounded with
old tiles.
• In conclusion, really gloomy

4. FRANCIS’S COFFEESHOP
But then, while I was taking some
notes. I think, this place is really
confortable, there wasn’t any
music, some people of my age,
very peaceful.
• All the local smelt like fresh
bread
• The products had pretty good
looking, and the waitresses had
pretty good looking too.

5. FRANCIS’S COFFEESHOP
Well, I think that this bar is
allways full because there are
good food and service.
However, I believe that this is
only valid for people who know
it.
A person who is visiting the city
probably doesn’t enter there,
and is due to its appearing
But this weakness could be a
hidden oportunity. I hope that if
they change a little their image
they will consolidate a really
interesting youth targuet

6. DONNER KEBAB&COCKTAIL BAR ANUBIS
I have chosen this site because its appearance is very interesting.
And there’s another peculiarity this is a doble bar. During the day is a
Kebab, but in the afternoon they open like a cocktail bar
And finaly when I saw two big statues at the door I knew that I have to took
a look

7. DONNER KEBAB&COCKTAIL BAR
ANUBIS
First of all there’s no
common discover a
kebab who becames at
night to a cocktail bar.
The walls are painted with
egiptian draws. In general
it is decorated very good
But there are one big
problem. The local smells
kebab a lot.

8. DONNER KEBAB&COCKTAIL BAR
ANUBIS
Apart from the Kebab
smells. I think there is
another big problem; the
font.
There are two banners
–one for the kebab, and
the other one for the
cocktail bar-.
They are toguether, and
as you could see, they are
really differents

9. DONNER KEBAB&COCKTAIL BAR
ANUBIS
Finally, I think that they have
to control that stink,
principally for people who
want to drink a cocktail,
they don’t have to smell
some kebab.
And they should
homogenize their banners
Hidden oportunity; I believe
that they can use that
bipolarity as an adventage,
when people are getting
drunk, they have to open
the kebab kitchen and
catching some drunks

10. 100 Montaditos
Nowadays, 100 Montaditos is one of the most fashionable bars in Spain. It
have a lot of sales depending on the day of the week. And they allways
make funny advertisement

11. 100 Montaditos
Its appearance is retro,
inside there are a lot of
Black&White pictures of
Cádiz –A coast city in the
south of Spain-
Normally there’s some
music. you can hear
spanish pop -40
principales, a radio
chanel-

12. 100 Montaditos
This company have a creative
tipe of bussines. They have one
hundred tipe of sandwiches
and really good competitive
prices.
I know that this group is growing,
and it’s difficult to find hidden
oportunities. Additionaly, the
creator of this franchise, have
created another line of bars, It
calls “la Sureña”. It is the same
kind of bar; very cheap, and
with amazing offers some days
in the week, but the offers never
compite, allways are in different
days.
I love those bars!

13. Photocopying ReadCopy
A didn’t know anything abuout this photocopying before this visit.
It is a little commerce whose owner are two old women.

14. Photocopying ReadCopy
Firstly I loved one thing
when I was there. It smelt
like the pages of a new
book.
Outside there were a lot of
ads and offers about their
products.
However inner I could saw
offers too, but written bu
hand… really lame

15. Photocopying ReadCopy
In this local, I could
discovered a curious thing,
It was an exclusive
shelving for impulsive
shopings. Between
notebooks, pencils and
rubbers…
Candies, chocolate bars
and gums

16. Photocopying ReadCopy
There was a matter that I
considered dysfunctional,
There were a lot of place for
the machines but the qeue
started out of the store.
I believe that this is a horrible
problem, It will be able to
very unpleasant
I am sure that they have
opportunities to change
that

17. Supermarket M.A.S.
This is a tipical spanish supermarket wich is famous for its cheap prices.

18. Supermarket M.A.S.
The most important thing
there was the products
localization.
Products were “differents”
depending on the heigth
that they occupy in the
shelves
Just for mums or for kids...

19. Supermarket M.A.S.

20. Supermarket M.A.S.
Another thing that I
analized was that there
are some areas really
good decorated, but the
most part was sad, with
calm ligths
Comparing those pictures
you could say that they
are different stores

21. Supermarket M.A.S.
And finally, like in all the
supermarkets. They play
with the impulsive shoping.
Really near from the
manager, If you took a
look you would see a lot of
offers or sweets and gums

22. Supermarket M.A.S.
My value is simple, I
believe that M.A.S. could
amplify his customer
sample –even keeping his
prices- if they invest money
in their decoration. It will
show quality and security
image.

23. INTIMISSIMI
This is an underware shop for men and women. Their competence are
Women’s Secret or Oysho. One of the biggest differences is that Intimissimi
has hottier complements

24. INTIMISSIMI
That local specifically is not
big. However is spacious
and with good ilumination
It reminded me of the old
boutiques, with tables in
the middle of the shop an
no-head-maniquies

25. INTIMISSIMI
Even being a shop for men
and women, they had
more women’s clothing.
In fact the compulsive
shoping was focused only
in girls; Accesories,
cosmetics and creams

26. INTIMISSIMI
I spect that this market
segment have more
women than men.
Furthermore the men’s
clothes was pretty freak,
things like suspenders for
underpants…
I think that they have to
feed more the masculine
segment, creating a new
line more confortable and
stetic.