The document discusses opportunities found during visits to 6 different stores in London. Some key findings include: 1) At a shoe store, the front display only showed one pair of shoes and salespeople were all in back, missing a chance to better showcase the collection. 2) A t-shirt store featured a dolly instead of cupcakes in the front, missing an opportunity for an enticing food display. 3) A restaurant's dark entrance did not reflect the fun atmosphere within and could better promote the business. 4) A clothing store was not making full use of wall space for colorful displays as they are known for. 5) A photo booth was only being used for

1. It pays to pay attention!
Creativity Assignment 2
Gwyn Wansbrough

2. A few things made this
a tough assignment
London is one of the world’s most famous
shopping destinations
I had been to most of these stores many
times before - making it hard to see them
with “fresh eyes”
Business owners are pretty savvy - on first
glance it would appear that they have
thought of everything...

3. But wait!
I visited 6 stores and found a whole bunch
of hidden opportunities - I just had to look
carefully...

4. No 1: Camper (shoes)

5. Cool shoe store
But it is impossible to
actually see the shoe
collection
There were 3
salespeople - all in
the back of the store

6. Hidden
Opportunity
The street-facing display only
shows one pair of shoes. This
space could be used to display
more shoes and make it easier
to see the collection. There is
also lots of space at the front
of the store for a salesperson
to guide customers through the
collection.

7. No.2: Johnny Cupcakes

8. I had never been to Johnny Cupcakes - I loved
the name and was drawn in by the Halloween
decorations - and the hopes of some really fancy,
delicious cupcakes only to find....

9. A dolly?
Cupcakes should be the first
thing you see - and plenty of
them! There is ample room for
a display case where the dolly
is...

10. Next Stop: Lunch
(the cupcakes made us hungry)

11. Great Atmosphere

12. Great Food

13. Fun open kitchen

14. So why isn’t the front
more appealing?
The entrance is dark,
uninviting and doesn’t reflect
anything we experienced
inside
Instead of 3 red signs they
could use the sidewalk sign
to show a photo of the inside,
to do a better job of
promoting what a great
restaurant it is!

15. Benetton

16. Known for their gorgeous displays

17. Incredible use of colour...

18. So why the white walls?
There is a hidden
opportunity to splash
these walls with
colour and the iconic
images Benetton is
known for

19. Photo booth
I see these photo
booths popping up in
shopping centres all
over the place
This one has a cool
red glowing stool - I
definitely wanted to
go inside but wait...

20. The Hidden Photo Op
After reading through the
menu options it looks like it is
just for passport pictures
They could add the option of
using it as a fun photo booth
with friends
There is tons of room on the
back to post all kinds of
photo booth pics and draw
people inside...

21. We did it anyway...

22. The Cinema

23. We are excited to see a film,
but not to walk down this dark
hallway. There are about 8
theatres in this hallway - each
holding at least 200 people.
This is wasted space where the
cinema could be promoting new
films - and selling more
popcorn... and making the pre-
movie experience more exciting.