Crash Course in Creativity, Assignment #2

1. Six Stores
Portland, Oregon Observation Lab
Susan Gilpin
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2. • Entrance
• Iconic neon store sign is easily visible.
• Red awnings also display name in smaller font.
• Doors closed at each of the two entrances.
• “City of Books” pillar outside entry is very
inviting.

3. Powells, 2
• Environment
• Four floors with 10 areas divided into colors (e.g.,
Blue Room = Literature)
• Bare concrete floors of varying colors
• High, exposed ceilings
• Well-lit in most areas, a bit dim in some
• Relatively quiet for its size; no music; the smell of
books
• Cash registers at both entrances; security pass-
through scanners
• A great place to linger
• Value of merchandise unaffected by decor

4. Powells, 3
• Personnel
• Sales personnel are present only at cash registers
and information desks, which are in every room.
• Most employees are age 20-40, predominantly male;
laid-back appearance, in keeping with the store
itself.
• Products
• Over 1,000,000 books located in rooms according
to genre
• Prices on each book; a few require help in reaching.
• Sales books and impulse items located at registers.

5. Powells, 4
• Customers
• Most customers (2/3) are alone; most (2/3) are
male.
• Ages range from teen to elderly; average ~50.
• Browsing and touching is encouraged.
• 3,000 people/day buy something; an additional
3,000/day browse.
• Other
• This is the world’s largest bookstore!
• And the best, according to the Washington Post.

6. • Entrance
• Store sign was hard to spot; small cursive
font positioned well below eye level;
validated by sandwich board sign on the
sidewalk outside pointing to the door.
• Door open, screen door closed -- on a
rainy day, this was inviting.
• I entered the store only because my friend
liked a dress in the window.

7. Tumbleweed, 2
• Environment
• Soothing color scheme
• Brightly patterned rugs on concrete floor;
high, finished ceiling
• Well-lit with lots of daylight streaming in
• Quiet with no music; no smells
• Cash register at back near dressing rooms
• A good place to linger; no visible security
• Value of merchandise affected by decor

8. Tumbleweed, 3
• Personnel
• Salesperson immediately presented herself,
cordially and unscripted and did not hover.
• Age 40ish, stylishly attired, she matched the
store’s image; one other person visible in the
office area.
• Products
• First noticed a display of scarves and jeans.
• Products arranged by type; no sale items; no one
central display.
• Prices easy to find; no items inaccessible.

9. Tumbleweed, 4
• Customers
• My friend and I were the only customers.
• Clientele profile is probably female, age 40.
• Browsing and touching are encouraged.
• Most customers would be browsing, based on
the store’s location in a trendy shopping
neighborhood.
• Other
• I normally would not have entered this store,
but once in, I was glad I did.

10. Cultured Pearl
• Entrance
• Store sign was hard to spot from
pedestrian level and was not on door or
near front windows.
• Sandwich board on sidewalk outside
pointed at door.
• Door was small and closed.

11. Cultured Pearl, 2
• Environment
• No discernible color scheme
• Neutral carpet with Turkish rugs; moderately
high, finished ceiling
• Well-lit on window side of shop; dimly lit on
the other side
• Classical music playing; musty smell
• Cash register directly across from door
• Good for lingering; no visible security
• Merchandise is the decor

12. Cultured Pearl, 3
• Personnel
• The one employee present at cash register; said
hello immediately; no further communication.
• Male, age 40ish, casually dressed.
• Products
• In a store featuring hundreds of paintings and
prints, the first thing you see is a glass case full of
antique jewelry.
• Prices difficult to see; several things out of reach.
• Sales and impulse items not present.

13. Cultured Pearl, 4
• Customers
• My friend and I were the only customers.
• Clientele profile is probably middle-aged, 50/50
male-female.
• Browsing encouraged.
• Most customers would be browsing, based on the
store’s location in a trendy shopping area.

14. • Entrance
• Store sign was hard to spot.
• Overall appearance of store facade was
elegant and inviting; well-tended potted
plants added a touch of class.
• Red front door was open.

15. French Quarter, 2
• Environment
• Merchandise was the color scheme
• Grey concrete covered with Turkish rugs;
high, finished ceiling with skylights
• Well-lit
• Soft music playing; mingled smells of fragrant
soaps
• Cash register at rear of store
• Good for lingering; no visible security

16. French Quarter, 3
• Personnel
• One saleswoman immediately greeted us and
offered assistance.
• Second female and two males also present; ratio of
sales to customers was 2:1; all fashionably dressed.
• Products
• First product I saw were pillows.
• Products are arranged by function.
• Prices difficult to see; a few things out of reach.
• Sales and impulse items not present.

17. French Quarter, 4
• Customers
• My friend and I were the only customers.
• Clientele is primarily middle-aged, female.
• Browsing and touching is encouraged.
• Other
• This was a delightful, classy store.

18. • Entrance
• Store sign was hard to spot.
• Overall appearance of store facade was
joyful, whimsical, and colorful.
• Door was closed.

19. Cargo, 2
• Environment
• Merchandise was the color scheme
• Wooden floors; high, unfinished ceiling with
merchandise hanging
• Moderately well-lit
• No music; various musty smells
• Cash register by front door
• Excellent for lingering; no visible security

20. Cargo, 3
• Personnel
• Sales personnel are present at cash registers.
• Most employees are age 20-30, predominantly female;
laid-back appearance, in keeping with the store itself.
• Products
• First product I saw were pillows.
• Products are basically arranged by function.
• Prices easy to see; a few things out of reach.
• Sales and impulse items present throughout.

21. Cargo, 4
• Customers
• Several customers in this popular store.
• Clientele is primarily young and female.
• Browsing and touching is encouraged.
• Other
• This was a fun and interesting, inspiring store.

22. • Entrance
• Store sign is blocked by merchandise.
• Door is open.
• I entered the store because of a window display
that looked like the store had unusual things.

23. Eden, 2
• Environment
• No discernible color scheme
• Brown concrete floor; high, unfinished
ceiling
• On the dimly lit side
• World music playing; overwhelming
patchouli smell
• Cash register at center left
• I did not want to linger; no visible security
• Value of merchandise unaffected by decor

24. Eden, 3
• Personnel • Customers
• The only salesperson greeted us and said • My friend and I were the only
goodbye; no other interaction. customers.
• Age 30ish, hippyish, she matched the • Customers are mostly female, ~ 30.
store’s image.
• Browsing and touching are
• Products encouraged.
• First noticed a couch in the window. • Most customers would be browsing,
based on the store’s location in a
• Products were not arranged in any trendy shopping neighborhood.
discernible manner; no sale items; no one
•
central display.
Prices hard to find; inaccessible items
• Other
high on walls. • I was eager to leave this store.