The document describes 4 stores - an accessories store, a menswear store, and a women's shoes store. The accessories store aims to attract a young, female customer base through fun, colorful displays and playful music. However, the quality of furnishings could be improved to match the products. The menswear store has an elegant entrance but products are far from the street, not inviting passersby in. Noise from the street is also a disadvantage. Moving products closer to the entrance could help. The women's shoes store creates a fashionable atmosphere with music and a social space. High ceilings allow all products to be reached despite tall displays spreading colors throughout to encourage trying on shoes.

1. Crash Course on Creativity
Venture Lab
Stanford University
Assignment 2
Guilherme Lamacie
gui.lamacie@gmail.com

2. Store of Accessories
• Store working like a little market: chaos in the organization of the
products, so that discovery can become a fun game; a great variety of
wearing accessories hanging, a lot of colors, providing a playful and
fun environment for young, energetic public
• Since accessories can vary with more and more creativity, playfulness
and fun, especially towards women, were the evident atmosphere
(this was also noted by the nice paced music, almost all the time sung
by women: the kind of music proper for a young, female public)
• Logotype, font, symbols transmitting the message of something
playful and minimalist

3. Store of Accessories
• It was interesting to note that only the big photographs on the walls
gave the right impression of the value of product; the shelves, the
floor, etc, gave the impression of a very simple, cheaper bazar; this is
something to be considered, so to add extra value to the product; on
the other hand, many women can become intimidated by an ostensive
place, and actually help buying accessories that seem expensive... (and
seeming expensive can be transmitted not only by the price, but also
through other channels)
• The cheapest items were by the front door, what might call the
attention of “any public” (not necessarily one selected); the strategy
implicit was to call anyone and present a cheap version of the
products and, then, gradually present better quality, more expensive
products, as one entered the place;
• The invitation to general public was so evident that the salespeople
only approached a customer that was already seeing/touching a
product, or browsing it…

4. Store of Accessories
• Certainly, this strategy served to call a casual and general public, to
invite them to know the store and check the products; this is also
related to the position of the entrance, which drew people in, as the
door was diagonal, opening itself not only to the street side, but also
to the wide aisle of a contiguous gallery; the diagonal door seems to
require less effort for someone to enter the store when passing by
(except of course, for those who come from the opposite side …); but,
smartly, the accessories store was located at the entrance/exit of a
market of accessories, so that those interested in this kind of products
would pass by the diagonal door in the favorable position anyway
• The hats were at the upper part of the visual field, a lot of purses
hung, and the shelves went down to the floor level, providing a notion
of “accessories for the whole body”

5. Store of Accessories
Conclusion:
Many details seem to have been properly designed in a coherent way in
the store;
One potential opportunity is to consider improving the quality of the
furniture, the state of the shelves, etc: since the customers are typically
drawn to details, they will eventually notice that; and since the customers
are typically drawn to aesthetics, they would be influenced by a better
image of that; but, again, not so much as to be ostensive, so as to keep
the “invitation to general public” strategy, that seems to be appropriate
since there are accessories of different costs, types and sizes (i.e. for
everyone)

6. Menswear Store
• Different from the previous,
the store in not focused on a
very diversified public; the
entrance is nice and elegant,
with glasses/light reflexes,
what makes it easier to look
inside; however, the
products are “far” from the
street. This is not really an
invitation to enter (the cost
to reach the clothes is
high…)

7. Menswear Store
• However, the public seem to be of the kind that enters the store searching
for specific products and, then, once inside, have the opportunity to
shop/browse other items…
• Still related to the fact that the products were far away from who is
walking on the passwalk, an interesting characteristic was the noise inside.
The main, typical noise, was that of the cars on the street; and the noise of
the traffic relates to movement, rush, commitment, one having to go
away… it really transmitted the feeling of time ticking away, passing, while
you are there, shopping; I considered this a great disadvantage of the
noise; and, in this case, the fact that the products were put at the bottom
of the room (see picture) at least helps to avoid a little bit of this noise….

8. Menswear Store
Conclusion:
• Interestingly, a solution to both problems at once would be to spread the
products, starting right after the entrance, but going until the bottom of
the store, both inviting the customer on the sidewalk to enter, and
concentrating the majority of the products at the bottom, away from the
street, so as to avoid its noise and leave the customers more relaxed to
shop/browse further products….

9. Women’s Shoes Store
This store sells many high heels and platforms, colored and fashion shoes for
women, usually young.
The atmosphere is that of a fashion store, with a DJ at the entrance playing
electronic music, and a nice place, like a square, to hang around, meet people
and mingle..

10. Women’s Shoes Store
Related to high heels and emotional
impact the store presents itself as
something big, tall, high high
high!!!
The name and logo, are short and
impactant.

11. Women’s Shoes Store
The art of the rectangles give an
idea of something to fit inside (like a
shoe!!!!);
The aesthetics of the rectangles
remain in every angle that you look!

12. Women’s Shoes Store
Although the ceiling is very high, all the
products can be reached by almost
anyone, including short kids;
They spread all over the place, in many
different colors, to draw people to
touch and try;
Woman probably get attracted when
they see other women trying the
products as well! (note that this was
also the case of the first store, also for
women!)