Assignment #2 for A Crash Course on Creativity online course - Stanford Venture Lab.

1. Observation Lab
A Crash Course on Creativity
Mall of America
Minneapolis/St. Paul, MN
Jonathan Petrino
October 2012

2. Stores Visited
Mall of America

3. Nordstrom
• High-End Department Store
• Luxury Brands
• Focus on Customer Service
Nordstrom has a very inviting presence
in the enormous Mall of America.
The store is calm and pleasant with live
piano music playing. They work very
hard to create an inviting atmosphere.
Shoes. The very first product that you
draws my attention is the expansive
shoe department – both men’s and
women’s.

4. Nordstrom
The Men’s shop at Nordstrom is perfectly Handbag section especially
set up with the perfect amount of space popular and full of high-end,
around all displays and thoughtful expensive, brands. Selection
merchandising of clothing and accessories. accessible for browsing – just like
Helpful staff is unobtrusive and lets you in the Men’s shop – the staff is
know that they are there to assist but attentive but not overly involved.
don’t detract from the shopping
experience. Something I find common at
other retailers.

5. Puma Store
• Premium Footwear
• Clothing and Other Accessories
• Focus on Design
Puma Store has an distinct feel and
attraction when walking through the
mall. It’s design, color, music, and
feeling of space draw you in.
Electronic music plays in the store –
which accompanies the feeling and
design of the brand.
Not the shoes. As you might not expect,
Hear a clip of in-store music I noticed the clothing and accessories
http://snd.sc/PIkuM0
first, as the shoes are buried in the
corners of the store.

6. Puma Store
Surprisingly shoes are buried in back
corners. Staff was young and stayed
behind register. Store was very
bright and featured a partnership
with Shoes 4 Souls. Lounge like feel
inside was surprisingly nice the
longer I was in the store.

7. Williams-Sonoma
• Kitchen and Cookwear
• Small kitchen appliances
• Focus on high-end products
Williams-Sonoma has a very welcoming
entrance that features many ‘outside
the door’ signs – which seems a little
cluttered.
The store is filled with the scent of
freshly baked samples – pumpkin bread.
So much to look at it – its hard to notice
just one thing. Cookwear, accessories,
food items, appliances – I get distracted
every time I go in a Williams-Sonoma.

8. Williams-Sonoma
Williams-Sonoma features a partnership with
Starbucks and their new counter-top coffee
machine, an endless supply of gadgets, many
events in the store, and fresh from the oven (or
stove) samples.

9. Nike Store
• Sports apparel and shoes
• Specialized accessories
• Focus on sport specific items
The Nike store has an incredible feel.
The doors feel as if you’re walking into a
high-school gym.
Music and mannequins in motion give
this store a feel that I’ve never
encountered anywhere else. This place
make you want to be active – just
standing in it!
Separated into different sections, and
organized by sports (running, football,
etc.).

10. Nike Store
Interesting selection of Awesome attention to detail Sport specific
accessories such as the on the running shoe displays such as this
Nike Fuel Band – designed selection. Background to wall one for soccer (or,
to make your activity is waffle iron patterns – used football). This
measurable. Links to your to make the very first Nike specific ‘locker’
iPhone and online app. track shoe soles. holds merchandise
for FC Barcelona.

11. Microsoft Store
• Hardware from various manufacturers
• Large focus on new Surface Tablet
• Focus on getting products in customer’s
hands
The Microsoft Store is directly across from
the Apple Store in the Mall of America –
directly. This makes for interesting
rivalries, I’m sure.
Very colorful inside – lots of products
including Microsoft’s new Surface tablet.
Clean and modern this store feels good.
New Windows 8 devices are everywhere,
and they’re actually really awesome! (not
that anyone will notice – which is sad).

12. Microsoft Store
Large display of new Surface Awesome large touch- Nokia Windows
tablets running Windows 8. screen desktop that phone – too bad no
Thinking about an iPad? This changes the way you one will probably
is worth a look – I said it! navigate Windows – ever care about this.
disrupting their own
market!

13. Apple Store
• Hardware from Apple
• iPad still getting a lot of attention
• Focus on getting products in customer’s
hands
The Microsoft Store’s neighbor across the
street is impossible not to spin through at
the mall.
Compared to the Microsoft Store, the
Apple Store feels cold and sterile – even
the lighting isn't as nice.
Always busy – this place packs them in as
Apple sets the agenda in the market.
Clean and simple – this store is the one to
beat.

14. Apple Store
Apple Store display of The lighting and colors I love how Apple uses the
aftermarket, over- and on- that I used to think felt iPad as a display with
ear headphones. ‘cool’ – now remind me product information for
of a hospital. the MacBook Air.
Large section of
accessories in the back of Employees engage you The product becomes part
the store such as cases as soon as you walk in of their display.
and other software. the store.

15. Lego Store
• Larger than life displays made of Lego
• Very hands-on environment
• “Kid-in-me” experience
The Lego store is the epitome of
creativity. Colors, shapes, endless
possibilities – this is what its all about.
Very colorful inside – lots of kits you can
buy. Large focus on the experience when
in the store.
Spot for private parties lets kids go crazy
with all of their Lego wishes. Employee’s
seem to be having fun with their job.

16. Lego Store
Huge dragon made of Lego welcomes you to the store.

17. Lego Store
Mix and match pieces to make Coolest credit card scanner of
your own Lego guy (or girl!). any store at the Mall of
America!

18. Lego Store
Giant wall
of Lego
pieces in
every
color!

19. Lego Store

20. Lego Store
Larger than life displays made completely of Lego hang from the ceiling!

21. Assignment Recap
Store Most Memorable Observation
Nordstrom Awesome service – large store that doesn’t feel like you’re in the
largest mall in the country.
Puma Store Music and focus on clothing and accessories – shoes are tucked
into the corners of the store.
Williams-Sonoma Tremendous amount of products – this store is made for
browsing. Free product samples keep people coming back!
Nike Store The way this store makes me feel – I want to go for a run when I
enter the Nike store. Even the mannequins are in motion!
Microsoft Store Colorful and underrated – these products don’t get the attention
they deserve. Directly across from their nemesis!
Apple Store Starting to feel tired inside – but everyone’s got to have an
iPhone and iPad. Products used as part of the diplay (iPad).
Lego Store 100% built for creativity! This store has it all for the creative
minded individual – and their kids! Must come here more often.