A Crash Course on Creativity Professor Tina Seelig, Venture Lab, Stanford University. Homework no. 2, observation of shops within Metropole Zlicin shopping centre in Prague.

1. Let us see, what can be
done better in the shops...
Are You Paying
Attention?
A Crash Course on Creativity

2. Shopping Centre Metropole Zličín
Prague, Czech Republic

3. basic insights
Many shops in the same shopping centre,
each with similiar atmosphere.
All have big entrance - open door.
none of them is really cool,
none of them has a “wow” effect,
none of them is surprising (= boring)
none of them made me excited about
shopping.

4. Electroworld

5. GOOD
Bright, big and spacious store with
comfortable carpet floor and high
ceeling.
BAD
nobody offered me attention even
the shop was almost empty of customers.
the employees did not even greet me when
passing me.
The smell was not very nice.
Looks like a huge electronics market.

6. OPPORTUNITIES
Ready salespersons with willing
to help.
Products are arranged by function
and brand, but ti could be done better
- the space could be devided by some low
walls for better navigation within
the store. it would make functional
parts of the whole store.
Some week-special products could
be on a special display.

7. Bontonland

8. BAD
Horrible dark entrance.
You can hear the loud music from inside,
which does not need to fit everybody.
Ugly linoleum floor fixed by glue tape.
The only salesperson does not take care
of any people coming inside and being
inside.
Very small room which is not comfortable.

9. WHAT TO DO
Change the salesperson.
Clean the shopwindow and make
it interesting.
Turn on the lights - dvd`s have small
letters on it which are hard to read
on a bad light.
Turn down the music.

10. PIETRO FILIPI

11. BAD
the shop has quite luxorious and expensive
clothes, it tries to act like this, but it does
not manage that.
the combination of white and grey interior
with not very bright light is quite depressive.
the staff is not very proffesional, you have
the feeling that you are bothering them, even
they greet you and ask you if you need help.
the floor from huge rusted steel tiles is
horrible, because it is not precisely flat.

12. OPPORTUNITIES
when it is an expensive shop, there should
be something remarkable, something
extraordinary and what stays in your
mind. something, what makes shop worth
to visit again and pay high prices.
more light would help to the atmosphere.