ASSIGNMENT 2 - A crash course on creativity @ Stanford University

1. AR EY OU
PAY ING
TT EN TIO N?
A CR E AT I V I
TY
UR SE ON
A SH CO Y
T 2 - CR NI VERSIT
NMEN ORD U
ASSIG @ S TA N
F

2. An observation journey in 6 everyday shops in Stockholm city

3. #1.WINE & BEER SHOP

4. BEFORE WE ENTER...
HIDDEN OFFER... KNOCK/RING,
wine tasting experience so I open
IS an ANTIQUE or JEWELRY SHOP?!

5. THE ENVIRONMENT AND THE PRODUCTS
EMPTY BEER BOTTLES
(ALCOHOL CAN ONLY BE SOLD IN MONOPOLY STATE SHOPs IN SWEDEN)
BEER & WINE GLASSES
TILES recalling A WINE CELLAR
SMELLS LIKE an
ANTIQUe BOUTIQUE
STEPPING DOWN
STAIRS TO ENTER

6. WEB-SHOP
WINE AND BEER GLASSES,
Main products, as in the real boutique
WINE TASTING Experiences,
Hidden in the real shop
WINE CLUB COMMUNITY,
Not advertised by salesmen in the
boutique

7. FINDINGS
Make wine proving experiences the most important
service in the shop
WINE GLASSES WILL SELL ALONG WITH THEM...
Expose posters of past happy clients and their
comments on wine tasting experiences...
CREATE WINE CLUB COMMUNITY
Decrease lighting and lit from below and not from above
as a
WINE CELLAR
Create a shop design resembling oak barrels, and
sandstone of ground winery terroir via a
PROPER COLOR PALETTE

8. Design a shop around
experiences,
NOT
commodities

9. #2.
BAKERY & CAFE’

10. BEFORE WE ENTER...
DAILY LUNCH?! PPL DRINKING
was not a bakery/coffee
COFFEE
shop?

11. THE ENVIRONMENT
FIRST THING WE SEE 2nd one...
mon bread queuing for bread
mmm! nice smell of cinna ...
GLITTERY FLOORING serving pasta on low
quality tables & chairs CASH REGISTER

12. ...AND THE HIDDEN ENVIRONMENT...
MIRRORS AS IN CAFE
AND LOWER LIGHTIN
G THAN
ENTRANCE PART OF T
HE SHOP
WHITE textile chair
sofas while grey c and red
hair and table
on the other side
Co ffee and tea in the least
accessible position
WOOD FLOORING MO
RE
IN LINE WITH A CAFE
‘ OR A
RESTAURANT THAN A
BAKERY...

13. PRODUCTS & PERSONNEL
SALESPEOPLE
20 -25 yrs old ladies in AVG AGE OF CUSTOMERS IS
45-55 YRS OLD
BAKERY UNIFORMs
BREAD LOAVES,
CINNAMON & DANISH salespeople /customers
PASTRY =1:20

14. FINDINGS
The shop looks like two separate ones, a first one
bread/pastries shop and second one restaurant/cafe’
MAKE ONLY ONE ENVIRONMENT
Design a single theme environment and serve/place
coffee and tea @the entrance
CREATE A COUSY BAKERY/COFFEE&TEA SHOP
Eliminate kitschy tables @ the entrance
DECORATE WITH ONLY ONE STYLE
Mirrors reflect lights and take away..
REMOVE MIRRORS AND USE A CONSISTENT
FURNITURE DESIGN COLOR PALETTE

15. Make your shop design consistent
with your products offerings

16. #3. outdo or shop

17. BEFORE WE ENTER...
WINTERY
GRASS COVERED WINDOWS SLIDING DOORS
SHELTER OVER THE DOOR CLOSED

18. THE ENVIRONMENT
wood flooring
clothes exposition recalling forest trees
@ entrance with
faKe trees and
plants
FAKE PALM
TREES
cash register
FEATURED
PRODUCTS

19. PRODUCTS
HIGH ceiling & WOOD AND NATURE
merchandise arranged by THEMED COLORS ON THE
function tree trunk bench to try WALLs
shoes

20. FINDINGS
Combine a nature path with the already existing materials
DESIGN THE SHOPPING EXPERIENCE AS A JOURNEY
Arrange products by sport (kayaking, hiking, fishing, etc.)
INTEGRATE THE OUTDOOR SPORTS INTO THE PATH
Re-order featured products at the center of the shop and not @ the exit
FEATURED PRODUCT IN THE CENTER

21. Use a consistent “theme” path to design your shop

22. #4.
shoE S HOP?

23. BEFORE WE ENTER...
IN FRONT OF our store
there is a car parts dealer... LET ’S LOOK @ the shoe shop...
...does it feel like one??

24. It reminds more...

25. ...this type of store!!!

26. THE ENVIRONMENT
very high ceiling CASH REGISTER FLOORING
and neon lights... immediately to the left of Again, reminding the one
as warehouse entrance of a warehouse

27. PRODUCTS
COLOR SCHEME ARE THE SAME
OF THE SALES POSTERS
productS are displayed
in a crowded fashion
shoe prices are
clearly visible
mainly cheap shoes
most and least
expensive product located
in the same area
all shoes seems to
be
on sales

28. FINDINGS
Even though is a discount shoe shop
USE OTHER COLOR THEME THAN ORANGE & WHITE (SALES ONE)
Arrange product on the shelves in a more orderly way
DO NOT AGGREGATE ALL BLACK SHOES TOGETHER (TYRES)
Locate least and most expensive shoes in different area
CREATE ALSO APPEAL TO BUY BETTER QUALITY SHOES

29. Use your product’s
displays wisely

30. #5.shoE SHOP!

31. BEFORE WE ENTER...
LIGHTS CREATE LOW
CEILING FEELING
OPEN ENTRANCE WITH
PRODUCTS ORDERLY INVITING LIGHTING and
DISPLAYED elegant decor

32. THE ENVIRONMENT
Stylish photos of
shoes on the walls Young clientele and cash
Lit from above and register clearly
directly on the shoes visible on the right

33. PRODUCTS
IMPULSE ITEMS ARE Even products on sales most expensive product,
EXPOSED ELEGANTLY CLOSE look fashionable always with reinforcing
TO CASH REGISTER advertising
“obsession for details”
DOOR LEADING TO
ADJACENT SHOE SHOP
No clear distinction

34. FINDINGS
Looking from outside there are other two shoe shops adjacent with the same
white color scheme
WHITE COLOR MAKES LOOK THESE THREE SHOPS AS ONE
Customers tend to spend little time and pass to the successive store
REALLY DIFFERENTIATE THE SHOP FROM THE OTHER TWO

35. Try hard to
differentiate
yourself from
others

36. #6. spo rt SHOP

37. BEFORE WE ENTER...
MERCHANDISE
CLEARLY VISIBLE FROM
OUTSIDE
RUNNING TRACKS

38. THE ENVIRONMENT
BLUE PATH SEEMS
TO LEAD THE CLIENTS Hong kong
THROUGH THE STORE CASH REGISTER IS RIGHT sports ground
AT THE ENTRANCE ON THE photos
“SHORT” SIDE OF THE
TRACK

39. PRODUCTS & PERSONNEL
PERSONNEL HAVE UNIFORMS &
items are divided by TREAT CUSTOMERS alike
sport salespeople/customers=1:2
...although in a messy fashion
products on sales
located in the aisle
most expensive
items
...in glass boxes

40. FINDINGS
Products are exposed in a disorderly way and eye level ones are often only sales
items
PUT HIGH VALUE PRODUCTS AT EYE LEVEL
It’s difficult to distinguish btw different sport items
IF YOU CHOOSE A PRODUCT FUNCTION ARRANGEMENT, RESPECT IT
Nice idea to build the shop around a running track typical of a stadium BUT
DO NOT PUT “ON SALE” MERCHANDISE ON THE TRACK & FIELD PATH
Use of posters is nice and can augment customers experience
USE AN ECOSYSTEM OF POSTERS WITH SEVERAL LOCATIONS
AND SPORTS, NOT JUST SOCCER

41. While designing a shop layout do not look at too many directions

42. FINAL INSIGHTS

43. Thank you for...
...paying attention
rocco addona @ http://www.slideshare.net/addonar

44. Credits:
#1: www.flickr.com-photos-superbomba-3839049016
#8: http://superbomba.tumblr.com/image/147338275
#15: http://superbomba.tumblr.com/image/152167798
#21: http://superbomba.tumblr.com/image/147266044
#22: http://superbomba.tumblr.com/image/159562486
#29: http://superbomba.tumblr.com/image/8457405
#35: http://superbomba.tumblr.com/image/217712810
#41: http://superbomba.tumblr.com/image/84574259