Observation task for the crash course on creativity.

1. LAURA MIHAI
OBSERVATION TASK
30/10/2012

2. BOOTS
Observation no. 1: Boots uses a minimal arrow to indicate the entrance, the same arrow I
use as bullet points in writing. Maybe we are soulmates.
30/10/2012

3. BOOTS
Observation no. 2: Boots emphasizes its 1/2 price (cheap) products, by using a badly
decorated (but Christmasy) point of sale display.
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4. BOOTS
Observation no. 3: Speeding up the art process; This task made me realize that after
buying make-up products in Boots, one could take advantage and have a (more or less)
professional photo shoot.
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5. BOOTS
Observation no. 4: For ill people who go to Boots to pick up their prescriptions, the shop
provides cheerful colors that would cheer anyone up.
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6. BOOTS
Observation no. 5: The ‘MUST PRESS’ red button is way too out of reach (too high). For
those who actually notice it, it might be a stressful experience, luckily, Boots sells stress
relief pills.
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7. 99p STORE
Observation no. 1: There are as many dots as 1 pound products in this shop.
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8. 99p STORE
Observation no. 2: Capitalism can be messy.
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9. 99p STORE
Observation no. 3: A couple of products had a plan to escape, but the security guards had
moved the bars too high.
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10. 99p STORE
Observation no. 4: The other products are still captive behind metal bars.
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11. LIDL
Observation no. 1: This task made me realize that besides selling tasty and cheap
groceries, Lidl deals with photography exhibitions. If people had the curiosity to life their
heads above the products they would like to purchase, they could see some very artistic
grocery photographs.
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12. LIDL
Observation no. 2: There are alcoholic traffic cones in this world.
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13. LIDL
Observation no. 3: Is this conceptual art related to the multiple layers of reality... or is Lidl
trying to say that if you mess with them they’ll just cover the poster you paid to have
advertised in their space?
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14. SELECT
Observation no. 1: No matter the quality of the clothes, if you use a flashy light system,
people can feel as if they’re taking part in the Paris fashion week.
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15. SELECT
Observation no. 2: I am wondering if they plan on selling those bags. If yes, I think this is
discrimination against short people.
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16. SELECT
Observation no. 3: I woke up to reality and I realized I wasn’t at Paris fashion week (or a
nice metaphor for looking up / looking down).
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17. STURTON & TAPPER
Observation no. 1: A random fire extinguisher sign can be located in a random place.
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18. STURTON & TAPPER
Observation no. 2: Having a point of sale display matching the floor was a nice touch.
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19. STURTON & TAPPER
Observation no. 3: The shop provides a green plant for its customers, probably in order to
help them oxygenate their brains before taking a risky decision.
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20. STURTON & TAPPER
Observation no. 4: Dirty, dirty Sturton & Tapper!
Observation no. 5: No signs of surveillance cameras - potential hidden opportunity to run
away with a couch.
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21. WILKINSON
Observation no. 2: There are certain products showcased on points of sale where the price
tag is stuck on a green paper with a ‘Christmas touch’. I wonder if the employees are paid
extra to do that.
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22. WILKINSON
Observation no. 2: In case anyone missed this, Christmas is all about being RED.
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23. WILKINSON
Observation no. 3: Their surveillance cameras are a lot bigger than the other shops’ - no
opportunities here.
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24. WILKINSON
Observation no. 4: Here, you can buy fake flowers for a real home.
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25. WILKINSON
Observation no. 5: Hidden opportunity: using Wilkinson’s products, you can easily build
yourself a suicide machine.
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26. WILKINSON
Observation no. 6: Entertainment for Everyone means a selection of three DVDs.
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27. WILKINSON
Observation no. 7: This is what you become when you take pictures without the store’s
approval for your Creativity task.
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