1. 6 OPEN SHOPS IN SEVILLE
by Rosa Fernández Díaz
Observation Lab
2nd assignment (individual)
A Crash Course on Creativity
Stanford University

2. If I have ever made any valuable discoveries, it
Questions to be Observed
has been owing more to patientratio of salespeople to customers?
Before you enter the store: What is the
Does the store draw you in? If so, how? any otherWhat age and Isaac Newton
attention, than talent. gender are the employees?
Is the door open or closed? Are the salespeople using the store products?
How does this make you feel? Do the salespeople have a uniform?
How big is the sign lettering and in what font? Do the salespeople match the stores image?
What does it tell you about the store? Products:
Environment: What is the first product that you notice?
What is the color scheme of the store? How does this Is there a central display table with featured products?
Isadora
affect you?
effect the environment? What can be
What type of floor does the store have? How does this
How high is the ceiling? How does this feel?
Where are items that are “for sale” located in the
store?
How are the products arranged? By function? By price?
By color?
DeLimbo
How brightly lit is the store? How does this affect you? Are there free samples or demonstrations?
discovered at an
How loud is the environment?
What is causing the noise?
Is there music playing? If so, does it fit the
environment?
What products are at eye level?
What items in the store are in the least accessible
locations?
Where are the most and least expensive products
attentive glance
Is the store warm or cold?
Is the store crowed with merchandise or is it sparse?
Does the store have a distinctive smell?
Where is the cash register located?
located?
Are the prices of the products easy to find?
Are there impulse items near the cash register?
Customers:
Le Voilà How visible is the store security? Are most customers alone or with someone else? What La Importadora
How long do you want to stay in this store? is the relationship?
Does the environment influence the perceived value of What is the average age and gender of the customers?
the merchandise? When a customer enters the store, do they tend to
Personnel: walk in the same path or direction? -
How long does it take before a sales person initiates How long do customers stay in the store, on average?
contact? Do customer touch the products? Is this encouraged?
Does the salesperson have a script to follow with each Do most customers appear to be on a mission or are
customer? they browsing?
Does the salesperson treat different customers What percent of customers purchase products in the
differently? store?
Other Observations
Zález Taranta

3. Come
In
The font of the sign lettering is
Light salmon colored gentle and there is a lovely
facade and pale blue drawing with it
shop windows, tells
you about surprises
inside
Three shop windows and the
opened doors draw you in
Music playing in this shop and now: At home, Anni B Sweet

4. The color scheme of the shop is the
same as it is in the facade: salmon and
pale blue.
The ceiling is very high and a delicate
red and black berries smell surrounds
you.
The floor of wood is
warm, brightness is exact and
music is soft. Environment is
comfortable and makes the
customer wish to stay for long.

5. Young sales people initiate contact
since the begining, smiling to you
when entering, from the counter of
the cash register, located in the right
front of the door. Personnel wear
some products they sell.
There are central clothes stands, shelves
and tables, at eye level, accesibles, each
with its price in a label.
Entering the corridor there
is a lounge with proposals
to combine shop
products, and two fitting
rooms.
This area is decorated as a
living room where short-
term art exhibitions are
held (currently illustrations
by Neus Caamaño)

6. Details everywhere get
customer’s attention so
they want to stay for
long, discovering every
nook and cranny
Most of the customers
are women
Women aged between 20
and 40 years old that come
in pairs or alone
70% of the customers purchase

7. Come The round font of the sign
In lettering is pleasant and the
butterflie’s hanging sign is
very tender
Frontage colours, tile
and white, tell you
about warmth inside
Le Voilá draws you in with its
opened door and a cute little shop
window outside at the right wall.
Music playing in this shop and now: Arkansas, Damien Jurado

8. Young salespeople, a woman, initiate
contact since the begining, smiling to you
when entering, behind the counter of the
cash register, located at the right of the
entrance. Personnel wear some products
they sell.
Dogs are allowed.
The shop is a small room, crowded with merchandise; full of details over tables and in
shelters. A short-term photo exhibition is held (currently Insomnio by Ana López Calero)

9. There is soft music playing and
lighting is perfect to watch the
ceiling, which is medium high
and exhibits a fresco painting by
Rico Cejudo that dates back to
1897
Glazed ceramic tiles cover the wall up to
a meter high from the floor. Marble tiles
in the floor are covered with a esparto
grass carpet. Environment is warm

10. Some special customers are
treated differently, with special
presents for their visit
Normally customers are thirty years
old women, of whom up to 70%
purchase after several minutes
looking at products and touching
whatever they like

11. Come
In
The uppercase letter font of
the hanging sign is very color
and original. It is the essencial
element to draw customers in
The narrow facade is
painted white to
emerge the door and
entrance of the shop
The open door leads to an entrance
where shop windows are both sides
Music playing in this shop and now: Ketto, Bonobo

12. From the spacious entrance, customers
and some products (clothes) can be
seen in the left inside. The store is
perfectly lit and merchandise is sparse…
… from there can also be seen the
salesperson behind the long counter a little
further on the left side and other
customers looking at books in shelters and
products in coat stands… and in the end of
the room can be seen a semicircular arch
that leads to another wide room

13. Not much visible but
strong security system
The deepest room of the shop beyond the semicircular arch is a wide and spacious
exhibition and concerts hall with excellent lighting. Currently there can be seen an
engravings exhibition titled Posesiones de ultramar by Daniel Muñoz “San”
This hall has capacity for a big
audience when concerts are held

14. Customers are fifty-fifty men and
women who spend more than five
minutes looking and touching
products, and nearly half an hour
visiting the exhibition
Customers feel comfortable in this
shop surrounded by tuberose
scent, and finally the 70% of them
purchase products

15. Come The extremely thin font of the
In hanging sign matches the chic
and smart products inside
Happily
adorned, two shop
windows cover the
whole facade both
sides of the door
Zález draws you in with its opened door and colored
“ABIERTO” sheet hanging on the door haldle
Music playing in this shop and now: Underneath the apple tree, Carmen Mc Rae

16. As soon as one enters this shop, Nuria, a
young bussiness woman, awaits from the
other side of the counter, located in front of
the door, to help customers in whatever they
may need
Orange blossom scent wafts, Carmen Mc Rae sings, and fine silks are
everywhere in rolls and in products already finished just like
dolls, bags, notebooks. All is chic and pleasant

17. Nuria’s workshop is at sight, so customers
can ask her for a personal product, and at
the same time she can give them ideas
Most customers are women alone or in pairs
and stay in the store fifteen or twenty
minutes on average. They can enter the shop
with dogs or even bicycles, beeing
encouraged to touch and try on the products.
As a lot of products are
customized, so more than 70% of
customers purchase.

18. The plain font of the sign lettering
Come represents accesibility, but with a
In touch of originaliy because of a bold
“t” and a characteristic icon
Frontage
colours, lilac and
white tell you about
elegance inside
beyond the open
door
A large shop window with an
exhibition of chic and creative
products draws you in.
Music playing in this shop and now: Vie on me, Paolo Conte

19. There is a small entrance with a little shop window
on the left so customer can see from there
products, a show table and the counter looking to
this side. Lit and environment are warm
Turning to the right customers
can see a show room with an
exhibition of other products
Once you enter to that
room, products arraged by colors
are shown in tables and shelters

20. Sales people are two young men who don’t wear the products they sell. They
contact the moment one enters, to welcome customers and encourage them to see
and touch products, and ask when they choose, so they can be served
Customers are women alone or in pairs,
any age, and up to 75% spend fifty
minutes on average before purchasing.

21. Come
In
The hanging sign is unconventional and
captures your attention while the
round font lettering is pleasant and
inspires comfort
Salmon frontage
colours, and open
door are elegant and
warm
La Importadora draws
you in with three wide
shop windows
dressed to suggest
there is much to
discover inside!!
Music playing in this shop and now: Ornament, Scott Mathew

22. Actually, there is much to discover inside this shop and gallery.
Nevertheless the ceiling is very very high the floor is
cold and the counter is a bit far from the
entering, smart product’s arrangement and
variety, together with good lighting and music and
short-term exhibitions make you want to stay long.
Currently two exhibitions are held: Father by Fausto
Mauriz, and Ensayo by Ernesto Artillo

23. One of the three young
salespeople, two men and a
woman, help inmediatly to customers
Customers are women and men usually
in pairs, middle average, who look for
unusual products pretty elegant and
different. They can touch every
product, as can find its price in the
label of each one
Customers spend at least ten
minutes having a look at
products, and fifteen minutes
looking at the exhibitions, and a
70% purchase.

24. To sume up
It can be observed that in most shops at Soho Benita (Seville):
Facades, letterings and shop windows draw customers in
Salespeople are young, attentive and both sexes
Warm, elegant and original environments are found
Merchandise is properly arranged and
there are impulse items near the cash
registers, but Art exhibitions are best
valued and match shops
Customers spend fifteen minutes on average
looking at products and a 70% of them purchase

25. Thank you
Rosa Fernández Díaz