2.  The task:
go into 6 stored for at least 15 minutes and
observe based on guidelines. What are the
insights?

3.  Discoveries made in  Discoveries made
the first few minutes after 5 minutes
 Can be also  Very probable to not
discovered without be discovered without
guidelines probably guidelines
FIRST LOOK SECOND LOOK

5.  Almost all store look the same- grey or white
tiles, black shelves, white walls
 Most of the sales people look the same- 20-
30, white, female, blonde
 There are the same concepts of selling things
everywhere- most expensive things in the
front, impulsury buying next to check out,
cheap in the back
 Creativity was generally a lack!

7.  In most stores crativity was not found how
the store looked like- also due to the
restrictions of the shop
 The difference lies mostly in how people are
approached
 In some shops I wanted to leave right away
but a nice smile or a simple hi of a sales
woman made me stay longer
 The way they help is beyond average!

9. I was walking already for quiet some time
and I didn´t really want to go in another
store which is the same and has the same
clothes and follows the same concept
 And then I saw this…

10. A Place for joy!!!

11. Ijust got drawn in without waiting for a
second…

12.  Full of people
 Kids laughing
 Loud music
 Joy
 Creativity running through the room
 People being all ages
 differences

13. … that today this store sold more than
anyone else in the shopping street I was in
 Because they dared to be different.
 The had all kinds of things for everyone and
at the same time they were crazy… in
everypore… the 40 year ols cashier and the
16 year old sales guy… they dares to be
different for people that are different 