Submitted by Helle Vibeke LysdalCrash Course on CreativityAssignment: Are you paying attention?
The entrance has a red carpet feel to it – Upbeat, happy music already emphasizing that fits the overall that the customer is in friendly environemnt focus. very well, but noise from some sort of breather is rather annoying! The cash register is located in the middle of the room. The store smells like … well, a cosmetic shop! It’s very much encouraged that the customers touch and try products. The store is brightly lit and has wooden floors Environment: cozy, green, nice, warm, very community orientated – makes one feel warm and fuzzy and – perhaps not entirely organic but still green - and part of a communityThe gift calendar on the centrally placed table draws attention andpresent customers with a good argument for purchase.
Everything about the facade and the lettering – and not just the name – screams urban! The neon letters echo city life. The “sales” sign has a hand drawn style and looks rough and torn. Looking at the items on display, the following thoughts spring to mind: The target audience is someone who wants to see themselves as laid-back, cool, edgy, provocativeWooden floors, the70s furniture and theframes on the wallmake the store look abit like someone’sliving room…
…but still, the overall impression is that of an old industrial building with walls made of tiles and bricks……and with thechandeliers The staff is to a large extentreminding us that international (and tattooed!),we have reached emphasizing the internationalHipsterville! atmosphere and the very anti- conservative and very urban atmosphere.
This is a store wherefriends come to hang out Provocative. Or at least tryingand browse and mostly to be.young people in their20s or early 30s whichthe pictures on the wallsreflect… The high ceiling and the wooden tables look industrial
Magasin is one of Copenhagen’s two largestdepartment stores in the city centre… The fragrance ad suggest glamour with Julia Roberts smiling to the approaching customers. The numerous small lights look a bit like the night sky and appear rather pretty, suggesting beauty and elegance, which is very much in line with the fact the cosmetic department of the department store is on the ground floor so when walking through the main entrance you walk directly into it…. The doors are closed but in a way it only emphasizes the exclusivity.
Christmas decorations in October become not too subtle ways of hinting that the time for Christmas shopping is on its way. Magasin actually consists of many small stores which all have their own style and atmosphere The tiled floor suggest something clinical, which is in line with the large display of cosmetic products… …in contrast to theIt’s easy to spot the cheapest brown wooden floors,items, which are those with with suggest elegance.the large price tags.
The different lamps are also a way for thedifferent small ”stores” to set themselvesapart from the others.
Two very different ways of displaying cosmetics and skin care…Probably also attracting different customers.
A juice bar that wants tolook like a night club.Not much fresh, green,and juicy about theinterior, though…
The food court is located in the basement. Whereas the ground floor with the cosmetic department has a busy, hectic feel to it and the music there is loud, the food court is more quiet. The only sound comes from the customers. It’s also darker and more cozy than the light, bright, and shiny interior upstairs.The chocolate boxes are neatly stacked and the elegant red display oozes of high quality.
Here you can buy candy in the form of liqoricebut clearly not the kind made for children… This elegant deli, which serves Nordic cuisine, is situated next to an organic bakery
A local groceryThe grocery is a store is meant to beconvenient and is made for quickshopping and the environment verymuch reflects this. Everything ismade to look efficient and the storeis a bit crowded and the items are The tiled floor is grey and anonymous looking –arranged by function because it’s but looks easy to clean!more important that the customerscan easily navigate around the storethan that the interior is aestheticallypleasing.
The store is a bit cold and there’s no music:no attempts at creating an atmosphere havereally been made. Customers tend to comealone and hardly to browse… It’s not particularly logical to place wine next to female hygiene products, but the store is so small that customers looking for either of those things will probably find them easily anyway…
Inside, the leaves strewn on the floor suggest autumn and the colours theme in the store is characterized by beige, brown, bottle green, and other sombre colours. The music is not mainstream pop, but could still be something one would listen to while getting ready for a night out. Which, I guess, is quite fitting for a clothing store…The shop dummies’ slightly odd pose draws you in…The sign lettering in the simple font suggestelegance and, perhaps, simplicity too.