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Are You Pay Attention?
       Giovanni Magnani S
             Chile
MALL PLAZA VESPUCIO / SANTIAGO CHILE
MALL PLAZA VESPUCIO
• The biggest mall of Santiago
• 4 million people per month
• Mall has public services, educational centers, restaurant, cinema, hospital and
  a metro station
• Placed in a very high density population sector
OBSERVATION
• A lot, lot, lot of people
• A lot, lot, lot of young people no-buyers
• Spatial location is very confused, is hard to know “where I’m”
• Has spaces that are empty compared with other sectors
• The security sensation is ambiguous
• The services (bathroom, ATM, park) is deficient
• People hang out
INSIGHTS
• “The mall is always full”
• “The mall is not clear, confused and is hart find something”
• “The mall is a bit insecure and unclean”
• “The mall has everthing”
HIDDEN OPPORTUNITIES
• Encourage “going the mall” in valley time: working days in mornings or
  working day afternoon.
• Create spaces of not-consumption for young
   • Reduces the full-sensation
   • Increase the environment control for real buyers
• Improvement the “spatial location sensation”
   • “You are here map” is not enough
   • Digital maps are nice and techie, but useless
   • Mobile is a opportunity
METRO DE SANTIAGO
METRO DE SANTIAGO

                          IS NOT A STORE
                               BUT
                    IS A RELEVANT FOR PEOPLE
METRO
• The principal way of transportation for santiaguinos
• 2.2 million of people DAILY!!
• Every morning and afternoon there are congestion and problems to take a
  train
OBSERVATION
• A lot a people every morning
• Is very hard to take a train
• A lot of people!
• In peak times the train “are shortly”, there are fewer wagon per train
• A lot of people!!
• Each train, when arrives to station, is located in a different position; so the
  doors is located in a different position too
• A lot of people!!!
• People uses cell phones to wait
INSIGHTS
• Is very hard to take a train
• I don’t know when I can take a train
• All people take Metro at same hour (more or less)
• Take the Metro at right hour depends of lucky
HIDDEN OPPORTUNITIES
• Create plan to take metro at different times
   • Reduces ticket value (really reduce)
• Balance use of all stations, not only principals
• Use mobile
   • To inform density-people of each train
   • To know how train is (shortly or normal)
• Make that people use all wagon spaces, not only doors sectors
   • A campaign?
THANKS!

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Are you pay attention

  • 1. Are You Pay Attention? Giovanni Magnani S Chile
  • 2. MALL PLAZA VESPUCIO / SANTIAGO CHILE
  • 3. MALL PLAZA VESPUCIO • The biggest mall of Santiago • 4 million people per month • Mall has public services, educational centers, restaurant, cinema, hospital and a metro station • Placed in a very high density population sector
  • 4. OBSERVATION • A lot, lot, lot of people • A lot, lot, lot of young people no-buyers • Spatial location is very confused, is hard to know “where I’m” • Has spaces that are empty compared with other sectors • The security sensation is ambiguous • The services (bathroom, ATM, park) is deficient • People hang out
  • 5.
  • 6. INSIGHTS • “The mall is always full” • “The mall is not clear, confused and is hart find something” • “The mall is a bit insecure and unclean” • “The mall has everthing”
  • 7. HIDDEN OPPORTUNITIES • Encourage “going the mall” in valley time: working days in mornings or working day afternoon. • Create spaces of not-consumption for young • Reduces the full-sensation • Increase the environment control for real buyers • Improvement the “spatial location sensation” • “You are here map” is not enough • Digital maps are nice and techie, but useless • Mobile is a opportunity
  • 8.
  • 10. METRO DE SANTIAGO IS NOT A STORE BUT IS A RELEVANT FOR PEOPLE
  • 11. METRO • The principal way of transportation for santiaguinos • 2.2 million of people DAILY!! • Every morning and afternoon there are congestion and problems to take a train
  • 12. OBSERVATION • A lot a people every morning • Is very hard to take a train • A lot of people! • In peak times the train “are shortly”, there are fewer wagon per train • A lot of people!! • Each train, when arrives to station, is located in a different position; so the doors is located in a different position too • A lot of people!!! • People uses cell phones to wait
  • 13. INSIGHTS • Is very hard to take a train • I don’t know when I can take a train • All people take Metro at same hour (more or less) • Take the Metro at right hour depends of lucky
  • 14. HIDDEN OPPORTUNITIES • Create plan to take metro at different times • Reduces ticket value (really reduce) • Balance use of all stations, not only principals • Use mobile • To inform density-people of each train • To know how train is (shortly or normal) • Make that people use all wagon spaces, not only doors sectors • A campaign?
  • 15.