The document summarizes observations from visits to several retail stores - Apple Store, Bouchon Bakery, Chrome, Williams Sonoma, and Godiva. Key observations are provided for each store related to atmosphere, branding, displays, music, staff, and opportunities. The stores effectively established their brands through lighting, layout, fonts, textures and other design elements. Staff were generally helpful but Godiva staff were described as rude. Minor opportunities were identified such as relocating the coffee at Bouchon or separating holiday items at Godiva.

1. VentureLab
Assignment 2: Pay Attention
Zack Gottlieb
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2. Assignment 2: Pay Attention
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3. Apple Store
Key Observations:
• Lit for easy viewing of glossy electronic screens
through the use of fluorescence lighting but still felt
open and airy
• Established high-end technical atmosphere without
feeling intimidating
• Encouraged touching and playing with everything
• Sales team was available but not aggressive, helpful
but only when needed
• Merchandise meticulously placed on shelves
establishing a uniformity throughout the store
Possible Opportunities:
Finding the right types of sales person was difficult as
there were certain sales people directing customers
onto others. Give key personnel a different colored
shirt to differentiate from the standard Apple sales
person.
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4. Apple 4

5. Bouchon Bakery
Key Observations:
• Elegant vintage feeling font used for store front
• Loud atmosphere inside from both people and
music playing (classic rock)
• Floor tile and drain system contributed to a french
Parisian feel
• Beautiful displays of food and pastries encouraged
lots of viewing and pictures.
• Good use of vintage looking lights and fixtures to
emphasize the brand tradition
• Friendly attentive staff
Possible Opportunities:
Coffee was placed on the other side of the store from
where customers lined up. Would have been better
perhaps to have this closer to where the line queues
up to enable people to have coffee as they wait to be
helped.
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6. Bouchon 6

7. Chrome
Key Observations:
• Industrial accents used throughout the store
• Vintage 50s Industrial font established a technical
rugged feel to the atmosphere that was carried
throughout from the cement floor to the metal and
wood displays.
• Back half of the store ceiling opens up to an
incredible suspended sculpture made entirely of old
bicycle wheels - helped continue the “cool” factor
• Brand and the environment were one and the same
through consistent use of textures, fabrics, colors
and fonts.
• Punk music on the stereo only served to expand the
brands appeal as rule breaking
• While attempting to establish a certain brand the
sales people were anything but punk. Everyone was
extremely helpful
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8. Chrome 8

9. Williams Sonoma
Key Observations:
• Very traditional font made for an inviting atmosphere
• Pop music (INXS) playing on the stereo added a
lightness to the atmosphere
• Open feeling provided ample space in which to
browse the store without feeling directed on certain
path
• Displays were inviting and aimed to show how easy
cooking with their tools can be
• Used a mix of serif and san-sarif font for displays
conveying a technical but approachable brand
• Felt like going to my grandmothers
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10. Williams Sonoma 10

11. Godiva
Key Observations:
• Tried to convey a high-end brand but had multiple
products that didn’t fit i.e. chocolate turkeys in
orange foil
• Rude sales person told me to stop taking pictures
(didn’t ask me not to, told me not to)
• Didn’t encourage browsing at all, sales people were
right in your face asking what you wanted.
• Interesting mix of Helvetica and serif fonts felt
confusing looking from poster to poster
Possible Opportunities:
Instead of mixing holiday candy with the premium
chocolate give it it’s own area of the store.
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12. Godiva 12