Venture Lab Class Creativity Project #2

2. All things CULINARY and
GASTRONMIC for the Chef
Wannabes among us
As you will soon see, it BEGINS
WELL but quickly DETERIORATES!

8. OBSERVATIONS FEELINGS/ACTIONS
 NO room to navigate  Overwhelmed
isles  Crowded out
 Merchandise  Unsettled
EXPLOSION
 CHEAP DISCOUNT STORE  Distracted
VIBE  Over-stimulated
 Pricey, Colorful Stuff  I Don’t want to shop
 Minimal Customer  I CAN’T WAIT TO
Service ESCAPE THIS URBAN
 Urban Location JUNGLE
 Corporate & impersonal  NO PURCHASES MADE

9. A STORE FOR THE OUTDOORS!
I visited one URBAN and one
SUBURBAN location to
COMPARE and CONTRAST

15. OBSERVATIONS FEELINGS/ACTIONS
 Neat, well-organized  Relaxed
layout  Energized
 Lots of Colorful Gear  Intrigued
 Balance between  Motivated
space/merchandise
 Lingered,
 Navigable touching/exploring
 Helpful staff stuff
 Promotes Active  Desire for adventure
Lifestyle and  Want to BUY THEIR
Adventure for all GEAR!
ages/genders
 Signed up for
 Quality Stuff @ great $ REWARDS CARD
 Corporate but NOT  Bought STUFF $$$
totally IMPERSONAL

16.  URBAN: drew me in more with MORE SPACE,
better layout, more merchandise, more relaxed
feel due to expansive spatial arrangement.
 Women’s/Children’s Clothing: UPSTAIRS
 Men’s, Shoes, Accessories: DOWNSTAIRS
 Modern Feel, Semi-Industrial Design, RENNOVATED
Older building- MORE CHARACTER
 Engaging staff but not in your face.
 Left with a bunch of gear (paid for it of course!).
 SUBURBAN: less engaging, more eager to leave.
 Less promotion of active lifestyle.
 Less character of store and strip mall ambiance
 Sales people more rote and faux cheerful (bah
humbug)
 Did not spend money

17. A Store with PHILOSOPHY and
COOL GEAR and DISCOUNT
PRICES

24. OBSERVATIONS FEELINGS/ACTIONS
 Motivate& Inspire,
Philosophy throughout  Excited
 Recycles Old Shoes  Inspired
 Navigable/Organized  Motivated
 Appealing & Colorful  Relaxed
 Approachable &  Cheerful
Accessible Shopping  Touch and Feel
 Helpful sales people  Linger in Store, Soak up
FUN VIBE
 Corporate but
attempts personalize  Want to get active
 Create NICHE spaces  Want to (and did) buy
their stuff
w/ SPECIALIZESD
Merchandise

25. A Store where DREAMS about
socks and gloves really do
come true

37. OBSERVATIONS FEELINGS/ACTIONS
 TOUCH, TOUCH, TOUCH  Tickled
 UNIQUE
 Inspired
 PERSONAL FEEL
 Explorational
 Creativity Personified
 Cleverly Arranged
 Playful
Merchandise  Amused
 MAGIC & WHIMSY in  Child-like
every corner  Joyful
 For young and old, male  Want to BUY (and I did)
and female
 Got FREE SOCKS for
 Wonderful repurposing spending lots of $$
of space and storage
units  Want to LINGER and
hover

38. A Store embodying the
essence of CREATIVITY in every
way.
All products by Local Artists &
Artisans

43. OBSERVATIONS FEELINGS/ACTIONS
 ARTISTIC and  Curiosity
ARTISANAL  Personal
 UNIQUE  Delicate
 Educational  Reticent & Halting
 Senses Stimulated
 Special Gifts  Cautious about
 Open, Airy Feel Touching
 Museum-like  Conspicuous
 Spacious  Can’t get lost in the
crowd or in the stuff
 Knowledgeable Staff  Afraid to Linger

44. :
 Some stores do more they just SELL wares,
THEY:
 MOTIVATE US
 INSPIRE US
 ENCOURAGE US
 EDUCATE US
 RECYCLE our old stuff
 REPURPOSE old things into new ones
 TICKLE us with WHIMSY, PLAY, and POSSIBILITY
 TEASE our Spirits
 TOUCH our Hearts with CHILDLIKE WONDER
 Remind us of CREATIVITY at work

45.  SELL a PHILSOPHY or LIFESTYLE along with
their goods;
 ENCOURAGE or DISCOURAGE us from
roaming, exploring, meandering about;
 OVER- or UNDER-whelm our SENSES via
mass or sparse merchandise, staff
attention, and use of space;
 Elicit and evoke POWERFUL EMOTIONS
affecting our sense of well-being,
equilibrium, and our purchasing decisions

46. To My SURPRISE
 The HIGH END store (SLT) felt like a mass
merchandised, discount chain that flooded
the senses. Expensive toys were piled HIGH
and DEEP, impossible to explore, appeared
cheap. Urge to LEAVE, not LINGER
 The DISCOUNTED OUTLET STORES felt inviting,
attractive, artful, and welcoming with
attentive staff, beautiful, well merchandised
space, high quality well priced goods and a
PHILOSOPHY encouraging HEALTHY LIFESTYLES,
Role Models, and COMMUNITY SUPPORT. Urge
to LINGER, not LEAVE.