The Wow Effect is the reaction that produces a space where we live a unique and memorable brand experience. It’s an emotional rush that invades your senses and makes you want to return there.

Who & Where: United Nude at 13 Floral Street in Covent Garden London, Amsterdam, New York, Madrid, Vienna, Nicosia, Guangzhou, Tianjin, Tokyo, Osaka, Tel Aviv and Seoul. www.unitednude.com

About its products and services: The United Nude brand was launched and formed in 2003 by architect Rem D. Koolhaas and seventh generation shoemaker Galahad Clark. When the brand was first launched, it only carried men and women shoes, but has later on managed to establish a broader range of products, such as wallets, bags and even furniture. The brand is known for footwear designs that play with original and fun constructions and materials like carbon fiber.

How: One of the United Nude flagship stores is located in London’s Covent Garden and is definitely a must see! The store balances between engineering design and architecture, that makes the store innovative, modern and exciting. The store has a “dark shop” concept, which means the store is completely dark in all areas, besides where the shoes are showcased and highlighted. The geometric framed Wall-of-light, which is a computer-controlled LED Wall, displays the United Nude products as a work of art and, combined with the mirrored walls, it gives the store a futuristic and interesting vibe. This flagship store makes you feel like you just found the shoe closet of your dreams!

Wow Effect: 9/10

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El efecto WOW es la reacción que nos produce un espacio en el que vivimos una experiencia de marca única y memorable. Es un ajetreo emocional que nos invade los sentidos y hace que queramos volver.

Quién y dónde: United Nude en el número 13 de Floral Street en el Covent Garden de Londres, en Ámsterdam, Nueva York, Madrid, Viena, Nicosia, Guangzhou, Tianjin, Tokyo, Osaka, Tel Aviv y Seúl. www.unitednude.com

Sobre sus productos y servicios: La marca United Nude fue lanzada y creada en 2003 por el arquitecto Rem D. Koolhaas y la séptima generación de fabricantes de calzado Galahad Clark. Al inicio de su lanzamiento, la marca sólo fabricaba zapatos para hombres y mujeres, pero más tarde amplió su cartera de productos, para fabricar también monederos, bolsos e incluso mobiliario. United Nude es conocida por sus diseños de calzado, los cuales juegan con modelos originales y divertidos y con materiales como la fibra de carbono.

Cómo: Una de las tiendas flagship de United Nude se encuentra en el Covent Garden de Londres y es, sin lugar a duda, un sitio que no se puede dejar de visitar. La tienda logra mantener el equilibrio entre el diseño y la arquitectura, y ello la convierte en innovadora, moderna y en algo fascinante. Además, hace uso del concepto “dark shop”, que consigue que el espacio desaparezca casi en su totalidad, para así dar protagonismo a la zona de exposición de calzado, que aparece iluminada. Una pared formada por marcos geométricos e iluminada con LEDs controlados por ordenador presenta los productos de United Nude como una instalación artística que, combinada con paredes con espejos, proporciona un ambiente interesante y futurista a la tienda. ¡La tienda flagship de United Nude te hace sentir como si acabaras de encontrar el armario de tus sueños!

Wow Effect: 9 / 10

Fuente imágenes // Image source: www.superfuture.com

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Maysan Al Chawa, interior designer and assistant professor.

In the gulf market, big luxurious brands and high end products have dominated a great area of customers preferences and trust. Within such kind of a market, local brands have very humble presence and face very large expectations that not a lot are always able to meet.

Papermoon, a gift wrapping company established entirely around this simple idea, a gesture of very importance in the culture of gifting and giving within the Saudi and Arab region. That concentration on this idea from its first attempt and smallest detail into the finished wrapped gift and delivery is where Papermoon stands out from the others. Mr.Faisal Al Sheraiff’s opinion Business Development Managerfrom Papermoon regarding that: “I believe what makes Papermoon different is the spirit we have as a company, even though this is a family business I believe we are the only gift wrapping company in the region who has given the concept of gift wrapping this much attention. We have been doing this since 1990, so we have learnt a lot along the years.”

Stores of Papermoon spread all around the kingdom of Saudi Arabia with a branch in Bahrain as well. The interiors of the retail completes the story. Glass shop windows that catches you once you pass by with the range of colourful products and patterns. The simple style white interior home-like feeling makes you part of the team, member of the family. “Our founder “Nehal Alomari” is the creative director, and she is behind anything related to artwork and creativity. Our products are very colorful as you may already know, so we went for a Greece looking store with white dominating the store to make the other colors popout. At the back of each store you will find “the blue door of unlimited possibilities”, which we get inspired by” Mr. Faisal.

One of the strongest bonds of Papermoon with the customers is that they always look for local youth ideas to corporate with, which makes their products even closer to the society and its attributes. “We wrap your feelings” , Papermoon successfully did locally and would like the experience to spread all over the Middle East.

Maysan Al Chawa

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في السوق الخليجية سيطرت العلامات التجارية العالمية و المنتجات الراقية على حيز كبير من إعجاب الزبائن وثقتهم بالمنتج,مما يجعل وجود العلامات التجارية المحلية متواضع للغاية ومغايراً لتوقعات كبيرة جداً.

بيبرمون شركة تغليف الهدايا في السعودية. قامت هذه الشركة على فكرة بسيطة مستمدة من ثقافة الإهداء والعطاء ذات الأهمية في المملكة والوطن العربي بشكل عام . وارتكزت على هذه الفكرة  ابتداءاً من أصغر التفاصيل إلى هدية مغلفة وخدمة التسليم وهو ما تتميز به بيبرمون عن الآخرين . رأي مدير تطوير الأعمال في بيبرمون السيد فيصل الشريف بشأن ذلك : ” أعتقد أن ما يجعل بيبرمون  مختلفة عن باقي الشركات هو  روح المشاركة لدينا، رغم أنها شركة عائلية إلا أنها  برأيي الشركة الوحيدة في المنطقة التي أعطت مفهوم تغليف الهدايا  هذا الحجم من الاهتمام. لقد بدأنا ذلك في ١٩٩٠ و تعلمنا الكثير على مر السنين ” .

تنتشر متاجر بيبرمون في جميع أنحاء المملكة العربية السعودية ولها فرع في البحرين كذلك.  تتميز المتاجر في التصميم الداخلي لها,وتلفت نظرك واجهات المتاجر الزجاجية بكمية وتنوع المنتجات وألوانها ونقوشها أثناء مرورك بجانبها . ويتميز الطابع الداخلي للمتجر  بالبساطة والشعور بأنك في منزل  مما يجعلك جزءاً من العائلة وفرداً من أفراد الفريق .

“المؤسس لها (نهال العمري) هي المدير الإبداعي  وهي وراء كل ما يتعلق بالنواحي الفنية و الإبداع . منتجاتنا ذات ألوان كثيرة  لذلك ذهبنا لمتجر ذو طابع يوناني حيث يسيطر اللون الأبيض وذلك لجعل الألوان الأخرى أكثر ظهوراً.  وفي الجزء الخلفي من كل متجر ستجد ” الباب الأزرق ، باب الإمكانيات الغير محدودة “ وهو ما نعده مصدر لإلهامنا”- السيد فيصل.

واحدة من أقوى أواصل علاقة بيبرمون مع الزبائن هو أنها شركة تبحث دائماً عن التعاون مع أفكار شبابية محلية وفعاليات فنية وثقافية محلية مما يجعلها أقرب إلى المجتمع و سماته.  شعارها “ نغلف مشاعركم ” فعلت بيبرمون ذلك بنجاح محلياً فهل سنرى التجربة تتوسع في جميع أنحاء الشرق الأوسط.؟

ميسان الشوا

Fuente // Source: http://www.businessinsider.com

Fuente // Source: http://www.standard.co.uk

Fuente // Source: http://www.businessinsider.com

‘Everything is free, except your time’. This could be Ziferblat’s leit-motiv, a new business concept born in Russia, which has recently opened its first UK branch in London. Located in 388 Old Street, Ziferblat is the brainchild of founder Ivan Meetin, who launched the idea in Russia two years ago and has opened ten branches since then.

Collecting an alarm when entering the café, guests may use the space as they wish: sitting and relaxing, surfing the web, having as many drinks as they want, preparing and having food, playing the piano, attending events and much more. Once visitors have enjoyed as much as they want, their Ziferblat –clockface in Russian– is used to calculate their bill for the day: 5 pence per minute or £1.80 an hour. Free donations are also welcome.

What first started as a social experiment, has now become a unique and successful business model. Ziferblat is thriving and expanding. Next stop: New York.

On one of our brandcelona® retail tours, you are given the opportunity to experience and face the upcoming and new markets and trends within retail and brand positioning. A retail tour might be the next step to find inspiration and explore what possibilities your business can achieve, within customers needs, interests and shopping experience in the future.

Book a retail tour here and inspire your vision.

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“Todo es gratis excepto tu tiempo”. Este podría ser el leit-motiv de Ziferblat, un nuevo concepto de negocio nacido en Rusia que acaba de abrir en Londres la primera rama británica de una extensa cadena rusa. Situado en el número 388 de Old Street, Ziferblat fue creado por Ivan Meetin, su fundador, quien lanzó la idea en Rusia, y desde entonces ha abierto diez cafés más.

Una vez dentro, el visitante puede usar el espacio a su antojo con la única condición de coger un reloj al ingresar en el café. Puede sentarse y relajarse, navegar por Internet, tomar algo, preparar comida, tocar el piano, asistir a eventos, y un largo etcétera. Una vez finalizada su estancia, su Ziferblat –esfera en ruso– se usará para calcular su cuenta: 5 peniques por minuto o 1.80 libras por hora. Las donaciones también son bienvenidas.

Lo que empezó siendo un experimento social se ha convertido ya en un modelo de negocio único y de éxito. Ziferblat sigue prosperando y expandiéndose. Próxima parada: Nueva York.

En un retail tour de brandcelona® tienes la oportunidad de experimentar y afrontar las futuras tendencias y los nuevos mercados en materia de retail y posicionamiento de marca. Un retail tour es el siguiente paso para inspirarse y explorar qué posibilidades puede alcanzar tu negocio en el futuro, en el marco de las necesidades del usuario, sus intereses y su shopping experience.

Reserva un retail tour aquí e inspira tu visión de negocio.

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Deniz Yavuz, interior architect and designer.

Once you have lived or spent time in Istanbul, you will probably go back to this city again, since you can explore new places every day. The city has hosted so many cultures throughout history and, no matter what culture you come from, you will definitely find something to do according to your mood, as the city offers a lot of diversity.

If you have been in Turkey before, you will probably know that ‘Taverns’ and ‘Raki’ own a significant place in the Turkish culture. Turkish people like to spend long hours and a pleasant time at the table with their loved ones, but, however, they try not to be full up: they usually drink ‘Raki’ with ‘Meze’, some small dishes like appetizers, similar to the Spanish ‘tapas’. So if we added to all this the beautiful Istanbul view and the singing of nostalgic Turkish songs together with the other guests, what could be a better atmosphere for a good night?

Located on the rooftop of the historical Palazzo Donizetti Hotel around Pera, Beyoğlu area, the Duble Meze Bar is the place where all these expectations meet exactly and it is also one of the best examples of ‘Modern Taverns’. In contrast with the other traditional Turkish taverns, the place has a minimal and very attractive interior. With the combination of spacious interior design, a beautiful view of Haliç (The Golden Horn) and a delicious menu, the result is obviously efficient.

For such kind of restaurants, the interior design, the menu or the location are just not enough to get successful results; the creators of the place are on top of everything going on inside. When you think about their positioning, you see that they have determined what is inadequate in this kind of places and that they have carefully chosen their target market. The location, the ambiance they offer and their public relations strategy reach exactly their target market. People mostly find Duble Meze Bar from influential blogs, articles or recommendations, as they don’t put big advertisements on newspapers. Their logo, menu and business cards also have a minimalistic and eye-catching design. Whenever you see them, you already have an idea about the interior ambiance and the brand’s promise, and that’s what one expects from the graphic applications of a brand.

Duble Meze Bar opened its doors a few months ago, but it already has a remarkable reputation among the many other famous restaurants in Istanbul. If they have achieved such success in a very short time, don’t you think that their business strategy must be right?

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Para completar y entender mejor todos los elementos vinculados a la experiencia de marca que inciden en el proceso de compra, contaremos con la colaboración de expertos que nos irán introduciendo, desde distintas disciplinas y visiones, conceptos que nos ayudarán a construir mejor nuestro negocio. Hoy estamos encantados de presentaros un texto de Deniz Yavuz, arquitecta y diseñadora de interiores.

Si has vivido o pasado tiempo en Estambul, es muy probable que vuelvas de nuevo a esta ciudad que cada día te sorprende con algo nuevo. La ciudad ha acogido muchas culturas diferentes a lo largo de la historia y, sin importar cuál sea la tuya, siempre encontrarás algo que se adapte a tu forma de ser gracias a su diversidad.

Si ya has estado en Turquía, probablemente sepas que las tabernas y el “Raki” juegan un papel muy importante en la cultura turca. A los turcos les gusta pasar largos y magníficos ratos en la mesa con sus seres queridos, pero esto no significa que coman abundantemente: suelen beber “Raki” acompañado de “Meze”, pequeños platos de entremeses similares a las tapas. Si a todo ello le sumamos la bonita vista de Estambul y el canto de nostálgicas canciones turcas junto a otros comensales, ¿qué más se puede pedir?

Situado en la azotea del histórico Hotel Palazzo Donizetti en el área de Pera, Beyoğlu, el Duble Meze Bar es el sitio donde todo esto confluye y uno de los mejores ejemplos de taberna moderna. En contraste con el resto de tradicionales tabernas turcas, este lugar goza de un interior minimalista y atractivo. Con la combinación de un diseño interior espacioso, una bonita vista del Haliç (el Cuerno de Oro) y un delicioso menú, el resultado es obviamente eficiente.

Para este tipo de restaurantes, el diseño interior, el menú o su localización no son suficientes para el éxito; los creadores de este sitio tienen bajo control cada detalle de lo que sucede dentro. Cuando nos fijamos en el posicionamiento, detectamos que partiendo de lo que se considera inadecuado para estos restaurantes, se elige cuidadosamente el público objetivo. El lugar, el ambiente y la estrategia de relaciones públicas están perfectamente dirigidas a su target. El Duble Meze Bar no se anuncia en periódicos, y es por ello que la gente suele conocerlo ya sea por influyentes blogs, artículos o incluso por recomendaciones de terceros. Su logo, el menú y sus tarjetas corporativas también muestran un diseño minimalista y atractivo, que proporcionan una idea del ambiente interior y de la promesa de marca, algo que la aplicación gráfica de una marca siempre debería comunicar.

El Duble Meze Bar abrió sus puertas hace tan sólo unos meses, y ya cuenta con una increíble reputación entre los muchos otros restaurantes famosos de Estambul. Si en tan poco tiempo ha conseguido este éxito, ¿no creéis que su estrategia de negocio debe ser buena?

Deniz Yavuz

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Elena Rocchi, architect, teaching artist and visiting faculty at the Herberger Institute of Design and the Arts.

I am right now on the other side of the Ocean. In my new Phoenician apartment there is a nightstand lamp with a dark wooden base, sculpted in the shape of an owl… I can’t remember when I bought it. Moreover, I bought a nightstand lamp, but I don’t have a nightstand. I do remember buying the lamp at an American Supercenter, an Artifact that gulps anyone against their will: an object created for a Performance that someone once had in mind, a projective object, not an objective one. I am currently living in a country of Artifacts that work on a subconscious level to persuade people to buy what they don’t really need; Artifacts, whose precedent is Walmart: the first Real Time tool for controlled shopping activation in a Supercenter. Walmart’s founder Sam Walton, a farmer’s son, brought change to commercial spaces in the 1960s, through two paradigms that he sensed while observing the retail industry: Discounts and Self-Service. Sam is a great observer and a data collector. Because of his understanding of the agricultural world and by flying many kilometers over the US in a small plane, flown by himself, he knows well how to milk places and how to sort collected data. Sam carefully analyses everything by observing everything from above and gets down in order to visit small retail spaces. There he senses what will change the future of commercial spaces: allow customers to Compare, allow them to Select the products on their own and Pay at the cashier.

Sam codifies at a large scale the Self-Service concept for Superstores, in whose interior design he doesn’t spend a single dollar: Sam Piles Up everything he Buys and then Sells it Cheaper. Its interior design is not about shop shelves; it is about more than that. According to IBM spies –the ones in charge of controlling sales and inventory in Real Time– it is about using a barcode positioning system. Sam’s spartan artifact, with big lights and wider than normal aisles, is designed to optimally display the discounts. I almost never see anything in supermarkets; however, I find everything there without much effort: everything is displayed according to an interior project called ‘Experience expansion’ to make you buy anything.

Wandering between Supercenters I find a Microcenter, a Micro Utopia that started while Sam Beger and Nick DiPastena were attending University. At a traffic light intersection, with a desert climate and early in the morning, a Micro Utopia starts because Nick’s cousin gave him an old coffee roaster as a present, which he called “the Dinosaur”. Nick and Sam, micro Utopians, call themselves fun artists. They ride a bike to work and carry their store on their backs. It takes them only 7 minutes to get there. They don’t need a plane, nor to travel many kilometers. An old tuned up bicycle is their store and their mean of transport, a portable and efficient Artifact they have built in three months like real industrial designers, without actually being one: Sam is a recent graduate in Anthropology and Nick is still in college studying Economics –just like Sam Walton–, both at the Arizona State University. They both know what waiting in line to buy a Regular Coffee before or after class means. They have turned need into virtue. For a year now, they park their Ready Made every day on the corner of East University Drive and South College Avenue at the Tempe Campus, where I am currently working. I pass by every day, after having parked my car, on my way to Herberger Institute for Design and the Arts. Sam and Nick work on the street, with big smiles on their faces, greeting me every morning. Their shop/bicycle opens every day of class early in the morning like Pandora’s box, and they offer Iced Toddies, a coffee for all ages. Every morning they steal customers from Starbucks, filling the transparent walky cups with coffee with ice, to beat the desert heat. Here, in Phoenix, it is always very hot. We wear our stillsuits just like the Fremen, who inhabit the desert planet Arrakis, do: straws inject any kind of liquid into our bodies to counteract unconscious and constant dehydration. Sam and Nick use nitrogen pressurized kegs to freshly serve toddy cold-brewed coffee –a blend of 1/3^rd of coffee concentrate and 2/3^rd of water– and to prevent coffee from oxidizing. The economist is in charge of preparing the coffee, while the anthropologist cools it down with a technique also used for beer. They have found the perfect idea for Arizona, soon to become the Mecca of iced coffee. It seems they have decided to offer a wider range of coffee with coffee from various countries for their Ready Made: Ethiopia, Sumatra, Guatemala and Cameroon.

Sam and Nick encourage us, designers, to play with things. They invite us to become nomadic across design frontiers. And, in a country where shopping is controlled by Supercenters, they actualize a little intervention: a Micro Utopia philosopher Francisco Jarauta likes. Little interventions are the ones that help us to overcome the aseptic aspects of design. Sam and Nick have built their model by trying to deal with today’s complexity through a Micro institution, a Microcenter. Besides me, that I observe them, there are no designers behind them. Them, like Nick says, they are only Funny Artists. Artists in the broadest sense of the Greek word, which refers to ‘people engaged in one or more of a broad spectrum of activities related to creating art (art), practicing the arts (design), and/or demonstrating an art (craft).’

Design is the art that emerges from the creation of something that will later be proved. That’s what Nick and Sam, two funny artists, say.

Should we start calling ourselves Artists instead of Designers? Isn’t it true that it is now time to get back to the beginning of all things and to the essence of all meanings? In the beginning it was the Art. Ars, ‘Order’ and Τέχνη, ‘techně’, the expert at producing a process. The Art of being a designer or not is based on order and experience. An Artist is, then, the one able to create an object thanks to knowing the rules for producing it. An Artist is not only a painter or a designer: an anthropologist and an economist can also become an Artist. Design nowadays is not only about creating what is more functional, but also about bearing in mind what model should be applied in one’s trip and being Generous in the intervention. Art demands utopian tension, the dimension that honors us. In my first article I spoke about the need of finding a temps suspendu: by studying Economics and Anthropology, Nick and Sam reflect on the model they should apply to their trip by means of art, to put their ideas in order at a crossroad, setting time with a traffic light, while selling coffee.

Whatever it is, Do It Yourself.

http://bluehousecoffee.tumblr.com/

http://www.bluehousecoffee.com/#!aboutus/c2414

If you buy a blue house bag, Nick and Sam will give you an artistic sticker. If you are an artist, you can send them your contact details so they can check your work.

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Para completar y entender mejor todos los elementos vinculados a la experiencia de marca que inciden en el proceso de compra, contaremos con la colaboración de expertos que nos irán introduciendo, desde distintas disciplinas y visiones, conceptos que nos ayudarán a construir mejor nuestro negocio. Hoy estamos encantados de presentaros un texto de Elena Rocchi, arquitecta, artista y profesora en el Herberger Institute of Design and the Arts.

Me encuentro al otro lado del Océano. En mi nuevo apartamento fenicio tengo una lámpara para mesita de noche con un pie de madera oscura, entallada en forma de búho… No me acuerdo del momento en el que la elegí. Es más. He comprado una lámpara de mesita de noche y no tengo mesita de noche. Compré la lámpara, de eso sí me acuerdo, en un Supercenter americano, un Artefacto que engulla a cualquiera contra su voluntad: un objeto configurado con vista a una Performance considerada con anterioridad por alguien, un objeto proyectivo y no objetivo. Vivo ahora en un país de Artefactos que trabajan con el subconsciente para que compres lo innecesario, Artefactos de los que Walmart es el precedente: el primer instrumento de activación de compra controlada en Real Time en un Supercenter. Sam Walton, hijo de agricultores, es su fundador y quien, en los años Sesenta, opera el cambio de los espacios comerciales, que hoy todos bien experimentamos, según dos paradigmas que él mismo intuye observando la venta al por menor: Descuentos y Autoservicio. Sam es un gran observador y coleccionista de datos: por su comprensión del mundo agrícola, sabe cómo ordeñar lugares y ordenar datos acumulados, viajando cientos de kilómetros sobre Estados Unidos en un avión pequeño que él mismo pilota. Observándolo todo de manera general desde arriba, Sam de vez en cuando baja a lugares para observar los pequeños locales de venta al por menor. Su análisis riguroso le hace intuir el dato que cambiará el futuro de los espacios comerciales: el de permitir a los clientes Comparar, Seleccionar en solitario los productos en los estantes y Pagar en caja.

Sam codifica a gran escala el concepto de Autoservicio para Supertiendas en cuyo interiorismo y decoración no gasta ni un dólar: Sam Apila todo lo que Compra y lo Vende más Barato. Su diseño de interiores no son las estanterías. Es algo más, que depende de la lógica de lo colocado según lo que informan las espías IBM, las que controlan la venta y el inventario en Real Time: el sistema de códigos de barra. El artefacto espartano de Sam, de grandes luces y con pasillos más anchos de lo normal, está pensado para poner en movimiento la Performance de ver mejor los ahorros. Yo que casi no veo nunca nada, allí lo encuentro todo sin mucho esfuerzo: todo está dispuesto según un proyecto de interiores llamado “Expansión de la Experiencia” para que compres lo que sea.

Navegando entre un Supercenter y otro, descubro un Microcenter, una Micro Utopía que arranca mientras Sam Beger y Nick DiPastena atienden la Universidad. En un cruce de semáforo, en un clima desértico y pronto por la mañana, una Micro Utopía arranca porque a Nick su primo le regala una vieja tostadora de café que él llama “el Dinosaurio”. Nick y Sam, micro Utópicos, se definen a sí mismos fun artists. Artistas divertidos. Van a trabajar en bicicleta y con la tienda a cuestas. Tardan solamente 7 minutos en llegar. No necesitan ni un avión ni cientos de kilómetros. Una vieja bicicleta tuneada es su tienda y su medio de transporte, un Artefacto transportable y eficiente que han construido en tres meses como verdaderos diseñadores industriales, sin que lo sean: Sam es recién graduado en Antropología y Nick esta todavía estudiando, como Sam Walton, Económicas, ambos en la Arizona State University. Los dos saben lo que significa esperar en la cola para comprar un Regular Coffee antes o después de clase. De necesidad han hecho virtud. Aparcan su Ready Made cada día, desde hace un año, en la esquina East University Drive y South College Avenue en el Campus en Tempe, donde trabajo. Paso cada día por allí, después de haber aparcado mi coche, de camino hacia el Herberger Institute for Design and the Arts. Sam y Nick trabajan en la calle, con una gran sonrisa que me saluda cada mañana. Su tienda/bicicleta se abre como una caja de Pandora todas las mañanas del Campus, pronto, y distribuye el Iced Toddy, un café para todas las edades. Cada mañana le roban clientes a Starbucks que llena los walky cups transparentes de café con hielo por el calor que hace en el desierto. Aquí, en Phoenix, hace calor siempre. Nos enchufamos como los Fremen de Arrakis a nuestro destiltraje: tubos de pajillas que nos inyectan cualquier tipo de líquido para compensar nuestra deshidratación inconsciente y constante. Sam y Nick inyectan cold-brewed coffee “Toddificado”, una mezcla hecha de 1/3 de concentrado de café y 2/3 de agua y sacado de granos frescos, usando barriletes presurizados al nitrógeno que evitan al café oxidarse. El economista es el que sabe hacer el café, mientras el antropólogo lo enfría con una técnica similar a la de la cerveza. Han dado con la idea perfecta para este lugar del mundo, Arizona, que muy pronto será la Meca del café helado. Parece que se han decidido a ampliar el Ready Made para ampliar la oferta geográfica de café: Etiopía, Sumatra, Guatemala y Camerún.

Jugar entre cosas parece el camino que nos proponen Sam y Nick a nosotros los diseñadores. Nos invitan a ser nómadas entre las fronteras del diseño. Y en un país que controla las compras a través de los Supercenters, ponen en acto una little intervención: una Micro Utopía de las que les gustan al filósofo Francisco Jarauta. Son las pequeñas intervenciones las que nos salvan de lo aséptico del diseño. Sam y Nick han construido su modelo a través del tentativo de administrar la complejidad de esta época según una institución Micro, un Microcenter. Detrás de ellos no hay un diseñador, a parte de mí que los observo. Ellos, como dice Nick, son sólo Artistas Divertidos. Artistas pero en el amplio sentido del término Griego, el que se refiere a “unas personas involucradas en una o más actividades de un amplio espectro de actividades relacionadas con la creación del arte (art), la práctica del arte (design) y la demostración del arte (craft)”.

El Design es la práctica consecuente de la creación de algo que será demostrado. Eso nos dicen Nick y Sam, dos artistas divertidos.

¿Será que debemos empezar a llamarnos Artistas en lugar de Diseñadores? ¿Será que son estas unas épocas para volver al principio de las cosas y a la esencia de los significados? En un principio fue el Arte. Ars, “Ordenar”, y Τέχνη, “techně”, el ser experto en la producción de un proceso. De orden y de experiencia trata el Arte, que seamos diseñadores o no. Son Artistas entonces los que tienen la capacidad de hacer algún objeto, por conocer las reglas de cómo hacerlo. No son sólo pintores o diseñadores: son también antropólogos y economistas. El Design hoy en día no trata sólo de hacer aquello que sea más funcional, sino también de pensar en qué modelo uno aplica a su viaje y de ser Generoso en la intervención. Arte revindica la tensión utópica, la dimensión que nos da dignidad. En mi primer artículo hablaba de la necesidad de encontrar un tiempo suspendido: Estudiando Económicas y Antropología Nick y Sam reflexionan para ver cuál es el modelo que aplican a su viaje a través del arte, para ordenar sus ideas en un cruce de calles y con la tranquilidad del tiempo marcado por un semáforo, vendiendo café.

Sea lo que Usted sea, hágaselo Usted Mismo.

http://bluehousecoffee.tumblr.com/

http://www.bluehousecoffee.com/#!aboutus/c2414

Si les compráis una blue house bag, Nick y Sam os regalan una pegatina artística. Si sois artistas, les podéis enviar vuestro contacto para que miren vuestro trabajo.

Elena Rocchi

Today’s consumers have more retail choices than ever and the need to be innovative is nothing new. Retailers have to keep and capture the customers interest by continually develop a new retail experience.

Retailers can use a lot of different techniques in order to invoke the feelings and senses that will move your customers’ to a purchase. Using either scent, light and sound marketing to stand out from the normal visual and auditory advertisement, is a known trick in the retail industry, but a new interior design called SpacEmotion that combines all tree techniques is now out on the retail market.

The Danish design company Diffus Design is the business that has taken it a step further in order to satisfy today’s customers’ needs of a constantly changing retail experience. Diffus Design is a design company and consultancy based in Copenhagen, Denmark, founded by Michel Guglielmi and Hanne-Louise Johannesen. Together they have created the award winning interior design SpacEmotion.

SpacEmotion is easily transformable and configurable system of textile discs that have been embroidered with conductive yarn to generate different outputs including light, sound and scent. Through a combination of 3 marketing strategies instead of one, SpacEmotion gives your retail store the possibility to create unique customers experiences, as the customers’ senses are invoked by three different techniques.

The key potential of the combined scent, sound and light marketing for your brand is that your store can draw customers’ attention and make it stand out from the rest by evoking a positive sensory experience. SpacEmotion gives the possibility to keep offering new retail experiences and maximize the opportunity to provide the right atmosphere to motivate and attract customers.

If you wish to create a memorable experience, Brandcelona retail consulting can advise you on the highlights to design a flagship store. Do not hesitate to contact us at info@brandcelona.com  to study the best alternatives and plan how to carry them out in your business plan.

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Los consumidores de hoy en día tienen mucho más para escoger en el mundo del retail y el hecho de ser innovador no nos viene de nuevo. Los retailers deben capturar y mantener el interés de los consumidores desarrollando de manera contínua nuevas experiencias de retail.

Para ello, con el fin de apelar a sentidos y sentimientos que harán que el consumidor acabe comprando, pueden hacer uso de muchas técnicas diferentes. El uso de aroma, luz o sonido para destacar por encima de los típicos estímulos visuales y auditivos es un truco conocido en la industria del retail; ello no obstante, un nuevo diseño interior llamado SpacEmotion que combina estas tres técnicas ha llegado al mercado del retail.

La empesa danesa de diseño Diffus Design es quien ha dado un paso para adelante con el fin de satisfacer las necesidades del cambio constante de la experiencia de retail del usuario actual. Diffus Design es una empresa de diseño y consultoría con sede en Copenhague, Dinamarca, fundada por Michel Guglielmi y Hanne-Louise Johannesen. Juntos han desarrollado el ya galardonado SpacEmotion.

SpacEmotion es un sistema fácilmente transformable y configurable de discos textiles bordados con hilo conductor que genera diferentes outputs, incluida la luz, el sonido y el aroma. A través de la combinación de tres estrategias de marketing SpacEmotion crea experiencias de usuario únicas, invocando los sentidos de los consumidores mediante estos tres estímulos.

El potencial clave de la combinación de aroma, sonido y luz para tu marca hace que tu tienda pueda llamar la atención del cliente y hacer que destaque del resto evocando una experiencia sensorial positiva. SpacEmotion permite continuar ofreciendo nuevas experiencias de retail y maximizar la oportunidad de proporcionar el ambiente correcto para motivar y atraer consumidores.

Si deseas crear una experiencia memorable, Brandcelona retail consulting te puede asesorar sobre los aspectos más destacados para diseñar una flagship store. No dudes en contactarnos en info@brandcelona.com para que estudiemos las mejores alternativas y planificar cómo llevarlas a cabo en tu plan de negocio.

We are proud to announce that we added one more city to our worldwide coverage map, Bogota. This past November Marc Guitart on behalf of brandcelona had the pleasure of carrying out a retail tour and a Service Design workshop in the Colombian capital. The event was organized through the ATOM Design educational platform and was focused on entrepreneurs, businessmen and start-ups. The retail tour was followed by a session of Personal Advisory under the motto of Growing Up Together offering personal consultancy solutions for each one of the participating professionals and companies.

In the Service Design workshop a group of professionals from the design and retail industry worked on branding action methodologies and on how to apply a new service culture in the company going from notoriety to preference.

All of the organized events aimed to convey brandcelona’s design methodology highlighting the incorporation of branding as a crucial part of a company and a business evolution process.

We would like to thank again Santiago Restrepo, Assaf Wexler, Daniella Benedetti and all the other ATOM Design members for the great hospitality and professionalism during our stay in Colombia.

“¡Que te vaya bonito, Bogotá!”

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Estamos orgullosos de anunciar que hemos añadido una ciudad más a nuestro mapa de cobertura internacional, Bogotá. El pasado mes de noviembre brandcelona tuvo el placer de realizar de la mano de Marc Guitart un retail tour y un workshop en Service Design en la capital colombiana. El evento fue organizado a través de la plataforma educativa de ATOM Design, enfocado a emprendedores, empresarios y start-ups. El retail tour se siguió de una sesión de Asesoramiento Personal bajo el lema de “Creciendo Juntos” ofreciendo soluciones de consultoría personalizada para cada uno de los profesionales y empresas participantes.

En el taller de Service Design, un grupo de profesionales de la industria del diseño y el retail trabajó en metodologías de acciones de branding y en cómo aplicar una nueva cultura de servicios en la empresa pasando de la notoriedad a la preferencia.

Todos los eventos organizados estaban destinados a transmitir la metodología de diseño de brandcelona destacando la incorporación del branding como una parte crucial del proceso de evolución de la empresa y de los negocios.

Nos gustaría dar las gracias de nuevo a Santiago Restrepo, Assaf Wexler, Daniella Benedetti y a todos los demás miembros de ATOM Design por la gran hospitalidad y profesionalidad durante nuestra estancia en Colombia.

“¡Que te vaya bonito, Bogotá!”

The Cone of Experience was created in 1946 by Edgar Dale in attempt to make a classification of the efficiency of the different learning methods. The numerical figures show what people will generally remember from different learning experiences depending on their level of abstraction.  From high (very abstract) to low (very concrete). The Cone should not be interpreted as indicating that the highly abstract learning methods are useless. What should be perceived from it is that experiences of all levels should be used depending on the situation and the desired outcome.

There are a number of methods that can be used to reach people and make them remember and the hands-on experience is one of them, offering the biggest possibility for the knowledge to be remembered fully. As Confucius has expressed: “Tell me and I’ll forget, show me and I may remember, involve me and I’ll understand”.

“Doing the real thing” and creating memorable experiences are in the core of brandcelona©’s methodology. In our retail tours we put retailers in the consumers’ shoes and thus we help them understand and embrace the essence of the shopping experience. Through this tangible perception of doing the real thing, we acquire a knowledge that is memorable in time.

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El Cono de la Experiencia fue creado en 1946 por Edgar Dale en un intento de hacer una clasificación de la eficacia de los diferentes métodos de aprendizaje. Las cifras numéricas muestran lo que la gente en general recordará de diferentes experiencias de aprendizaje en función de su nivel de abstracción. De alto (muy abstracto) a bajo (muy concreto). El cono no debe interpretarse como una indicación de que los métodos de aprendizaje altamente abstractos son inútiles. Lo que debería ser percibido de él es que las experiencias de todos los niveles deben ser utilizados en función de la situación y el resultado deseado.

Hay una serie de métodos que se pueden utilizar para llegar a la gente y hacerle recordar. La experiencia práctica es uno de ellos, ofreciendo la mayor posibilidad para que el conocimiento sea recordado plenamente. Como expresó Confucio: “Dime y lo olvidaré, enséñame y quizá lo recordaré, involúcrame y lo entenderé”.

“Hacer lo real” y crear experiencias memorables son las bases que forman el núcleo de la metodología de brandcelona.© En nuestros tours ponemos a los retailers en la piel del consumidor. Ayudamos así a comprender e interiorizar la esencia de la experiencia de compra. Es a través de esta percepción tangible experimentando una vivencia real, como adquirimos un conocimiento memorable en el tiempo.

 Fuente // Source: http://www.rebeccaminkoff.com/new-york

Fuente // Source: http://www.wsj.com

Fuente // Source: http://www.wsj.com

The Wow Effect is the reaction that produces a space, where we live a unique and memorable brand experience. It’s an emotional rush that invades your senses and makes you want to return there.

Who & Where: Rebecca Minkoff at 96 Greene Street, New York; Los Angeles, San Francisco, Seoul, Tokyo. http://www.rebeccaminkoff.com

About its products and services: Rebecca Minkoff became famous for her handbag designs. She introduced her first ready-to-wear collection in 2009 and is now an industry leader in accessible luxury handbags, accessories, footwear and apparel

How: Rebecca Minkoff’s New York Flagship Store opened in November 2014 and offers the trendiest shopping experience. The luxury fashion brand’s boutique was launched with the goal to create an interactive brick-and-mortar store with the help of eBay, provider of different in-store features such as touch screen walls, interactive fitting rooms, and integrated apps and sensors that offer different information on the garments. The display space and fitting rooms are equipped with interactive touch screens for playing images and videos, browsing through products and creating different outfit combinations. The flagship store offers a fusion of in-person and interactive shopping services on the highest level to ensure a wow effect shopping experience

Wow Effect: 9/10

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El efecto WOW es la reacción que nos produce un espacio en el que vivimos una experiencia de marca única y memorable. Es un ajetreo emocional que nos invade los sentidos y hace que queramos volver.

Quién y dónde: Rebecca Minkoff en el número 96 de Greene Street, Nueva York; Los Ángeles, San Francisco, Seúl, Tokio. http://www.rebeccaminkoff.com

Sobre sus productos y servicios: Rebecca Minkoff saltó a la fama por sus diseños de bolsos. Lanzó su primera colección ready-to-wear en 2009 y ahora es líder en la industria de bolsos, accesorios, calzado y ropa de lujo accesible.

Cómo: La tienda flagship de Rebecca Minkoff en Nueva York abrió sus puertas en Noviembre de 2014 y ofrece la experiencia de compra más moderna. La boutique de la marca de moda de lujo fue lanzada con el objetivo de crear una tienda física de experiencia interactiva con la ayuda de eBay, proveedor de las diferentes aplicaciones dentro de la tienda como paredes de pantallas táctiles, probadores interactivos, una app integrada y sensores que ofrecen diferente información sobre las prendas. El espacio expositor y los probadores están equipados con pantallas táctiles interactivas para reproducir imágenes y videos, navegar y ver los productos y crear diferentes combinaciones de atuendos. La tienda flagship ofrece una fusión de servicios de compra interactivos y personales del más alto nivel para asegurar una experiencia de compra de efecto wow.

Wow Effect: 9/10

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Elia Tsvetanova, multidisciplinary designer.

What is the most typical thing for Bulgaria and Bulgarian cuisine? Dairy products such as milk, yogurt, white and yellow cheese are distinctive and unique for our country. They are present in most traditional dishes, that we are so proud of and that we eat on a regular basis: ayran (cold yogurt beverage), tarator (cold yogurt and cucumber soup), shopska salad (cucumbers and tomatoes with grated white cheese). It is a little known fact for foreigners that the bacteria, which transforms milk into yogurt, was discovered by a Bulgarian and it’s called Lactobacilus bulgaricus because it was first found and used on Bulgarian territory.

Our country has a long tradition in making dairy products and we, Bulgarians, are connoisseurs of fresh and high-quality milk and cheese. There has been a trend towards an increasing demand for organic food in recent years and the number of users interested in the food’s origin has increased as well. As a result, the dairy products’ market has visibly changed. As large retail chains impose high fees and require low prices, this inevitably affects the production quality. To avoid it, many local manufacturers are switching to a more adequate and effective way to offer their products to consumers: opening their own retail stores.

A successful example illustrating this is Dobrev’s Cheese Store. At first, it was a small family company, which gradually grew and opened its first store in 2011. Today there are already seven of them, offering milk, yogurt, white and yellow cheese and using traditional Bulgarian and foreign recipes. Later, the chains Bread & Cheese for friends and Wine & Cheese for friends have been established and, apart from Dobrev’s products, they offer delicatessen such as bread, salami, olives and wine to accompany the gastronomic experience. Skilled staff experts can explain all products’ origin and production method, so the customers are sure that they are not compromising with quality.

The Cheese Store is the new space for the lovers of dairy products, who nostalgically recall their grandmother’s yogurt from their childhood. The store’s idea is to bring back traditional Bulgarian food on people’s tables and to remind the customers of the true Bulgarian taste. The cozy atmosphere, the products’ quality and natural origin and the staff’s personal approach ensure a special shopping experience and turn all visitors into Dobrev’s loyal clients.

The Cheese Store’s concept proves to be successful and gives scope for further business development. Apart from dairy self-production, the opening of their own bread and pastries’ bakery is expected soon. Its products will proudly carry Dobrev’s label.

Elia Tsvetanova

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Кое е най-типичното за България и българската кухня? Млечните продукти- мляко, кашкавал, сирене, са характерни и неповторими за страната ни. Те присъстват в повечето традиционни ястия, с които се  гордеем и които консумираме редовно – айрян, таратор, шопска салата. Малко известен факт за чужденците е, че бактерията, която превръща прясното мляко в кисело, е идентифицирана от българин и се нарича Лактобацилус булгарикус, тъй като за пръв път е открита и използвана на територията на България.

Страната ни има дългогодишни традиции в производството на млечни продукти и ние, българите, сме ценители на свежите и висококачествени млека и сирена. През последните години се наблюдава тенденция към нарастващо търсене на екологични храни, а също така се увеличава и броя на потребителите, които се интересуват от произхода на храните. В резултат на това, пазарът на млечни продукти видимо променя облика си. Тъй като големите търговски вериги налагат високи такси и изискват ниски цени, това неминуемо повлиява върху качеството на продукцията. За да го избегнат, много местни производители се ориентират към един по-адекватен и сполучлив начин за предлагане на продуктите си – отваряйки собствени магазини.

Един успешен пример в това отношение е Млекарницата на Добрев. Първоначално е малка семейна компания, която постепенно се разраства и през 2011г. открива първия си магазин, а днес има вече седем. Предлагат се пресни и кисели млека, сирена и кашкавали по традиционни български и чужди рецепти. Впоследствие се появяват веригите магазини  Хляб и сирене за приятели и Вино и сирене за приятели, които освен продуктите на Добрев, предлагат деликатеси като хляб, салами, маслини и вина, които да придружат гастрономическото изживяване. Опитните експерти от персонала могат да обяснят произхода и начина на производство на всички продукти и така клиентите са сигурни, че не правят компромис с качеството.

Млекарницата  е новото пространство за любителите на млечни продукти, които си спомнят с носталгия за киселото мляко на баба им от тяхното детство. Идеята на магазините е да върне традиционните български храни на трапезите и да припомни на клиентите си истинския вкус на българското. Уютната атмосфера, качеството и натуралния произход на предлаганите продукти, и личното отношение на персонала, осигуряват едно специално изживяване при пазаруването и превръщат всички посетители на Добрев в лоялни клиенти.

Концепцията на Млекарницата се оказва успешна и дава поле за допълнително бизнес развитие. Освен самостоятелната продукция на млечни продукти, скоро се очаква откриване на собствена пекарна за хляб и сладки, които гордо ще носят етикета на Добрев.

Елия Цветанова

Fuente // Source: http://dobrev-cheese.inforegister.bg/

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Maja Zalaszewska, specialist in brand’s identity in the interior space.

Imagine a perfect shopping experience designed around the user. A shopping mall where every step of its visitor had been thoroughly thought through before the space was constructed. Where despite its immensity and diversity you easily find yourself around, despite spending money you feel relaxed (maybe for some it would be “relatively relaxed”). A shopping mall where you not only come to buy goods, or entertain yourself, but you also learn about the local culture, you observe it, you touch it. You live it.

The Dubai Mall. Its surface is equal to over 50 soccer fields (500.000 square meters). With over 1200 shops it is world’s biggest shopping center. Next to its closest neighbour -the highest building on Earth, Burj Khalifa- they create a remarkable landmark of this young cosmopolitan city, Dubai. And what needs to be highlighted: they do not compete, they sync together.

There can be distinguished two entirely different types of visitors: the locals, who come to indulge themselves in luxury, and tourists. Both come also for entertainment; to watch each other; to learn about each other.

The outcome is a melting pot of lifestyles, trends, behaviours, cultures, nationalities, brands, experiences, from all over the world – put together. Instead of creating chaos, they communicate smoothly on all levels emitting a clear message –a spectacular portrait of Dubai.

Commercial spaces are coherently arranged into zones, which allows the visitor to easily find the expectations he or she is looking for. The zones are as diverse as its visitors: the Souk, the entertainment areas, the popular international brands, the luxurious brands, the tourist spaces, the famous Level 7 (a proof that paradise exist, at least for women, as it is the biggest shoe store on Earth).

The service designers did a really fantastic job here and you can feel the outcome while strolling around this huge space. It is vast, bright, very well divided. Communication is visible and clear. One can choose from a grand selection of activities; eat in one of the 200 food and beverage outlets. When you are tired, or broke, or both, you go out of the mall and suddenly face one of the most amazing spectacles –the dancing fountains. You do not feel tired anymore, the dancing water is so relaxing and positive that the money you spent on the three redundant pairs of shoes seems to be an investment out of a sudden…

A very important, if not the most important, aspect of life is family and children. The Dubai Mall is a paradise for the underage. Not only under the point of view of shopping, as the selection of kids brands from all over the world is impressive. Here you come FOR kids (if you have any).

They can enjoy the Olympic-size ice skating range (with its ice thickness double of an NHL ice ring), or the SEGA Republic (an indoor theme park dedicated mainly to SEGA’s video game character Sonic The Hedgehog), OR the mini world for kids, KidZania –a space dedicated only to children, where they can experience independent lives by choosing from over 80 different roles to play: doctors, firemen, chefs, actors, tv hosts, artists, etc. Adults are not allowed, unless accompanied by kids-.

I am not a fan of shopping. Or I was not… until I had my first experience at, or shall I say “with”, the Dubai Mall. Remarkable. Fancy. Breathtaking. Fun! It is really lots of fun: as you not only indulge yourself in a great selection of brands from all over the world but, first of all, feel like you were at a luxurious fun fair.

In 2013 Dubai Mall attracted 75 million visitors –more than New York-. And to be continued… New retail and entertainment areas are under construction: the Dubai Mall soon will be ready to host 100 million visitors per year. Simply “wow”. And so is The Dubai Mall: WOW.

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Para completar y entender mejor todos los elementos vinculados a la experiencia de marca que inciden en el proceso de compra, contaremos con la colaboración de expertos que nos irán introduciendo, desde distintas disciplinas y visiones, conceptos que nos ayudarán a construir mejor nuestro negocio. Hoy estamos encantados de presentaros un texto de Maja Zalaszewska, especialista en identidad corporativa aplicada al diseño de espacios.

Imagina una experiencia de compra perfecta diseñada alrededor del usuario. Un centro comercial donde cada paso ha sido pensado con mucho detenimiento antes de construir el espacio. Un sitio donde, a pesar de su inmensidad y su diversidad, es fácil orientarse; un sitio donde, a pesar de estar gastando dinero, te sientes relajado (quizás algunos sólo se sentirían “relativamente relajados”). Un centro comercial donde no sólo vas a comprar o a pasar el rato, sino donde también puedes aprender sobre la cultura local, observarla, tocarla. Vivirla.

El Dubai Mall. Cuenta con una superficie equivalente a 50 campos de fútbol (500.000 metros cuadrados) y es el centro comercial más grande del mundo, con más de 1200 tiendas. Al lado de su vecino, el edificio más alto del mundo, el Burj Khalifa, juntos crean un referente excepcional en una ciudad tan joven y cosmopolita como Dubai. Y no compiten, se sincronizan.

Se pueden distinguir dos tipos de visitantes totalmente diferentes: los locales, quienes acuden ahí para darse caprichos, y los turistas. Ambos visitan el centro comercial por entretenimiento; para observarse los unos a los otros; para aprender los unos de los otros.

El resultado es una fusión de lifestyles, tendencias, conductas, culturas, nacionalidades, marcas, experiencias de todo el mundo –todo junto-. Y en vez de crear un caos, se comunican con fluidez a todos los niveles emitiendo un mensaje claro: un espectacular retrato de Dubai.

Los espacios comerciales están coherentemente organizados por zonas, lo cual permite al visitante satisfacer de manera fácil sus expectativas. Las zonas son tan diversas como sus visitantes: el Souk, las zonas de entretenimiento, las conocidas marcas internacionales, las marcas de lujo, los espacios turísticos, la famosa séptima planta (una prueba de que el paraíso existe, al menos para las mujeres, ya que se trata de la tienda de zapatos más grande del mundo).

Los service designers hicieron un muy buen trabajo aquí y el resultado se puede palpar en el enorme espacio. Es vasto, luminoso y está muy bien dividido. La comunicación es visible y clara. Spuede escoger entre una amplia selección de actividades; comer en alguno de sus 200 espacios destinados a la restauración. Cuando estás cansado, o ya has gastado lo suficiente, o ambos, puedes salir del centro comercial y de repente encontrarte frente a frente con uno de los espectáculos más fascinantes: las fuentes que bailan. Ya no te sientes cansado; el agua que baila es tan relajante y positiva que el dinero que gastaste en los tres pares de zapatos que no necesitabas repentinamente se convierte en una inversión…

Un aspecto muy importante de la vida, si no el más importante, son la familia y los niños. El Dubai Mall es un paraíso para los más pequeños, y no sólo bajo el punto de vista de las compras, al ser la selección de marcas infantiles internacionales impresionante. Aquí vienes POR los niños (si es que los tienes).

Aquí pueden disfrutar de una pista de patinaje sobre hielo del tamaño de un estadio olímpico (con hielo de un grosor que dobla al de las pistas de hielo de la National Hockey League), o de la República SEGA (un parque temático interior dedicado principalmente al personaje Sonic The Hedgehog del videojuego SEGA), o del mini mundo para niños KidZania –un espacio dedicado sólo a los niños, donde pueden experimentar vidas independientes escogiendo entre más de 80 papeles para jugar: médicos, bomberos, chefs, actores, presentadores de televisión, artistas, etc. No está permitida la entrada a adultos, a no ser que vayan acompañados de niños–.

No soy muy fan de las compras. O por lo menos no lo era… hasta que tuve mi primera experiencia en, o quizás debería decir “con”, el Dubai Mall. Extraordinario. Sofisticado. Impresionante. ¡Divertido! Es realmente divertido: no sólo te metes en una selección de marcas de todo el mundo, sino que además te sientes como en una feria del lujo.

En 2013 el Dubai Mall atrajo a 75 millones de visitantes –más que la ciudad de Nueva York–. Y lo que le queda… Nuevas áreas de entretenimiento están en proceso de construcción: el Dubai Mall pronto estará listo para albergar 100 millones de visitantes al año. Simplemente “wow”. Y así es el Dubai Mall: WOW.

Maja Zalaszewska

The more luxurios part of the mall with the top world brands and Armani Caffe to grab a coffee. // La parte más lujosa del centro comercial con las mejores marcas del mundo y un Armani Café.

Kids fashion. // Moda infantil.

Fuente imagen // Image source: http://wonderphotoshop.es

Fuente imagen // Image source: https://media.timeout.com

Fuente imagen // Image source: http://www.fujifilm.eu

This time it is Fujifilm the one that pulls for the city of Barcelona as the venue for its fifth store in the world devoted to the 21st century photography and the only one in Europe. Fuji opens now in Barcelona its “Wonder Photo Shop”, a unique and creative space, focused on photography as a lifestyle.

We currently live in a totally digitalized world and with the advent of smartphones, photography has become one of the best means of expression and communication. And therefore, Fuji goes for a shop concept, where photography is shown in a closer way, but especially in a more disruptive way.

Wonder Photo Shop is a different space, open, unique and special. It is the place, where analog and digital photography meet. This concept store shows how such discipline can be either for adults or kids. In a 270 square meters space, we can find different kind of services and experiences: from printing out your own pictures in a specialized area to workshops for handmade stuff and a corner for scrapbooking, where creativity flows and where you can work on your own photo album. There is also a section devoted to the latest Fuji cameras, where you can also experience professional photography in a fully equipped studio.

On one of our brandcelona® retail tours, you are given the opportunity to experience and face the upcoming and new markets and trends within retail and brand positioning. A retail tour might be the next step to find inspiration and explore what possibilities your business can achieve, within customers needs, interests and shopping experience in the future.

Book a retail tour here and inspire your vision.

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Esta vez la marca japonesa Fujifilm ha querido apostar por la ciudad condal como sede de su quinta tienda a nivel mundial y única en Europa basada en la fotografía del siglo XXI. Fuji abre en Barcelona su “Wonder Photo Shop”, un espacio único y creativo enfocado a la fotografía como estilo de vida.

En la actualidad vivimos en un entorno totalmente digitalizado y con la llegada de los teléfonos de última generación la fotografía se ha masificado y se ha convertido en uno de los mejores medios de expresión y comunicación. Por ello, Fuji apuesta por un concepto de tienda en el que nos muestra la fotografía de una manera más cercana y, sobre todo, disruptiva.

Wonder Photo Shop es un espacio diferente, abierto, único y especial. Es el lugar donde la fotografía análoga y la digital se encuentran. Este concept store nos muestra como esta disciplina puede ser para pequeños y grandes. En este espacio de 270m² podemos encontrar diferentes tipos de servicio y experiencias: desde, por supuesto, dar materialidad a nuestras fotografías en una área especializada de impresión, pasando por talleres handmade y un rincón para inspirarte con el scrapbooking, donde la creatividad toma forma en la creación de nuestros propios álbumes fotográficos. También una sección dedicada a lo último en cámaras Fuji donde experimentar la fotografía profesional en un estudio con un completo equipo.

En un retail tour de brandcelona® tienes la oportunidad de experimentar y afrontar las futuras tendencias y los nuevos mercados en materia de retail y posicionamiento de marca. Un retail tour es el siguiente paso para inspirarse y explorar qué posibilidades puede alcanzar tu negocio en el futuro, en el marco de las necesidades del usuario, sus intereses y su shopping experience.

Reserva un retail tour aquí e inspira tu visión de negocio.

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Laurence Maillotte, Sales Assistant Big Accounts.

L’être humain est doté de 5 sens: la vue, l’ouïe, le toucher, le goût et l’odorat. Ces sens sont utilisés par notre inconscient au quotidien et dans ce cas précis, nous les utilisons lors de nos rendez-vous shopping. En effet, c’est grâce à eux que l’on saura déterminé si on aime ou pas, un magasin .

Au-delà de l’enseigne, on aimera une odeur, une façon dont sont animés les produits et mis en situation sur les espaces de vente. On appréciera de pouvoir toucher la matière d’un cuir travaillé, ou d’une soie délicate. On s’imaginera même dedans… comme dans un rêve.

Vous transporter dans ce rêve est mon métier: je suis commerciale Grands Comptes et la mission que je souhaite développer avec vous aujourd’hui est le merchandising.

Lors de ma dernière installation dans un grand magasin de mode français à Paris, j’ai entendu deux clientes se dire: «oh, tu as vu, les couleurs sont jolies. Cela donne envie d’acheter». J’ai su que mon travail était réussi.

Le merchandising est une technique de vente: nous allons optimiser les magasins afin de créer des espaces propices à l’achat dans lesquels chacun se retrouvera. Ce sont des ambiances, des mises en avant, des rayons travaillés dans le but de transmettre l’envie d’achat au client.

Ici, la zone mise à ma disposition était d’une vingtaine de mètres carrés, dans le passage client entre l’univers de la chaussure et celui du sous-vêtement. Le produit vendu était de la chaussette principalement, quoi de mieux pour l’accessoire le plus en vogue de ces temps?

Voici les 3 facteurs:

1) L’aménagement et le choix des présentoirs:

La zone éphémère avait lieu pendant la période de Noël.

Il a fallu choisir des présentoirs sobres pour les muraux.

Ensuite, et dans le but d’attirer le client vers le rayon, nous avons installé un présentoir en forme de sapin et un autre en forme de boîte cadeaux. Le client identifiait alors son besoin directement au temps de Noël. Par l’esprit cadeau, ce n’est pas un mais plusieurs articles qu’il allait acheter.

2) La sélection des produits et leur prix:

Nous avons choisi un assortiment de produits avec de la chaussette mais aussi du sous-vêtement puis des coffrets. Le client avait le choix et à plusieurs prix possibles.

3) Le panel de couleurs:

Il faut respecter un code couleur. Le client va être attiré par le produit qu’il a au niveau de ses yeux, on joue alors avec des couleurs flashy et très tendances.

Il arrivera sur la zone chaude où sera concentré l’univers de notre marque et grâce à la répartition de la marchandise, il se sentira dans sa bulle.

Il choisira alors le produit au niveau de ses mains: le produit à fort pouvoir d’achat, aux couleurs commerciales et faciles à porter.

Ma mission est de jouer tout en accordant ensemble des produits de tailles, de couleurs et de formes différentes afin de créer, selon les tendances actuelles du marché de la mode, un univers dans lequel le client pourra identifier son besoin et satisfaire ses envies, ce qui fera progresser le chiffre d’affaires.

Alors, prêts pour une nouvelle partie?

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The human being has 5 senses: the sight, the hearing, the touch, the taste and the smell.

These senses are used by our unconscious every day and we often use them during our shopping decisions. Indeed, it’s thanks to them that we will determine whether we like a store or not.

Beyond a sign, we will like a scent or how a product is set and displayed on sales areas. As consumers, we will very much appreciate the fact of touching a piece of handmade leather or delicate silk. We will think of us with it… like in a dream.

And to take you to this dream is my job.

I work as big accounts executive and today I would like to share with you all my vision about merchandising.

During one of my last experiences in a big department store in Paris, I heard two customers saying: “Oh, have you seen how pretty those colors are? It makes you feel like buying some.” And then, I knew my work had been successful.

Merchandising is a sales technique to optimize retail stores in order to create spaces that promote purchasing. Such techniques are, among others, the atmosphere, the product highlight or shelves displayed to evoke desire on the customer.

In such experience, the area was about twenty square meters, near the central aisle between the shoes department and the underwear section. Our product was mainly socks, so what a better location for the most fashionable accessory of these times?

Here are the 3 main factors of my strategy:

1) Layout and selection of displays:

I worked on a Christmas campaign so, first of all, I chose sober wall displays.

Secondly, and in order to attract customers, we installed a big Christmas tree and a gift box. Because of the Christmas spirit, the client felt the need of buying more than one article, not for oneself, but for the whole family.

2) The selection of products and their prices:

We chose an assortment of products with fancy socks, like happy underwear and gift boxes.

We pushed people to go for our choice and, indeed, they picked the easiest gift, the gift box, what led us to an increase in sales. This is strategy.

3) The color range:

We have to respect a color code. Customers will be attracted to items and in order to get such attraction, we need to play with flashy and trendy colors.

The client will then pick a product at the level of the hands: a product with high purchasing power, with attracting colors and easy to wear. Once again, we push the customer to impulse purchasing.

My mission is to mix and match all product sizes, colors and shapes to create, according to current trends in the fashion industry, a universe in which anyone can identify their needs and satisfy their cravings, so that sales increase.

So, let’s play!

It is easy to feel cold in Amsterdam, but it is also very easy to feel like at home there. All the streets and canals full of stores with warm interiors show it in every step you take.

The choice of materials, pieces of furniture and natural details give the city a sensitive atmosphere full of 2.5 spaces.

We as humans spend most of our time in three different spaces, according to their function and to our perception and feeling while being in them:

1. our home
2. our workplace
3. and places of recreation

Sociologists define these 2.5 spaces as the ones in which a function is developed and, at the same time, as a place where you feel like at home, surrounded by a warm and cozy atmosphere. A growing trend that demonstrates the importance of the intangibles and the feelings of the users involved in the shopping experience.

As a significant example in Amsterdam, we can outline the case of Starbucks. The coffee company opened its first concept store in an old safe deposit of the Amsterdamsche Bank in 2012. In its 400 square meters we can feel an extreme comfort atmosphere powered by the “slow coffee” concept: instead of the common 25 seconds that takes to make a coffee, in here they spend between 3 and 5 minutes to stand out the freshness and intensity of the flavour. The concept of “slow coffee” was born in 1941 and it was the ancient way of making coffee. The same method presented in the XXI century and under the “Starbucks Reserve” brand category turns into a unique brand experience in a special, friendly and comfortable scenario, in a “hyggelig” place, as the Danes would say.

The interior design is worth seeing: environment-conscious design in every detail, warm materials, Dutch Culture references and a deep respect for the architecture emphasize the kindness of the place.

The ceiling displays a large installation of over 1800 hand-cut wooden cubes, that will leave no visitor unmoved.

All these elements together with a trained team in a full dress uniform in order to transmit the brand values, show us once more that brands do not only sell products or services, but lifestyles and we, as users, buy the lifestyles we feel identified with.

Starbucks not only offers coffee, it offers a way of having coffee.

Ana Lobo
Senior Retail Consultant at brandcelona®

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En Ámsterdam es fácil pasar frío, pero también es muy fácil sentirse como en casa. Sus calles y canales salpicados de locales con interiores acogedores que te atrapan lo demuestran a cada paso.

La elección de los materiales, piezas de mobiliario y detalles naturales hacen que Ámsterdam se muestre como una ciudad con un retail sensible y con predominio de espacios 2.5.

Los humanos pasamos la mayor parte de nuestro tiempo en tres espacios diferenciados por su función y nuestra percepción y como nos sentimos en ellos:

1. nuestro hogar
2. nuestro trabajo
3. y lugares de esparcimiento

Los sociólogos catalogan los espacios 2.5 como aquellos espacios en los que se desarrolla una función y, a su vez, te hacen sentir como en casa con la máxima de transmitir una atmósfera hogareña y cálida. Una tendencia cada vez más visible que demuestra la importancia de las sensaciones de los usuarios y de los intangibles involucrados en la experiencia de compra.

Como gran ejemplo en Ámsterdam podemos destacar Starbucks. La compañía de café abrió su primera concept store en una antigua cámara acorazada del Amsterdamsche Bank en 2012. Sus más de 400m2 respiran una atmósfera de confort extrema potenciada por el concepto “slow coffee”: en vez de los 25 segundos que se tarda normalmente en hacer café, aquí se toman entre 3 y 5 minutos para aumentar la frescura e intensidad del sabor. Este concepto se inventó en 1941 y es la antigua manera de hacer café, pero contextualizada en el S.XXI y teatralizada bajo la categoría “Starbucks Reserve” consigue convertirse en una experiencia de marca única en un marco singular, agradable y cómodo o, como los daneses dirían: un lugar “hyggelig”.

El interiorismo no tiene desperdicio: detalles con conciencia, materiales cálidos, referencias a la cultura holandesa y un profundo respeto por la arquitectura acentúan la amabilidad del escenario. El local está coronado por una gran instalación de más de 1800 cubos de madera ubicados en el techo y cortados manualmente que no dejan indiferente a nadie.

Todos estos elementos sumados a un equipo formado y uniformado para trasmitir estos valores nos demuestran una vez más que las marcas lo que venden no son productos o servicios, las marcas lo que venden son estilos de vida y los usuarios compramos aquellos con los que nos sentimos identificados.

Starbucks no sólo nos ofrece café, nos ofrece un estilo de tomar café.

Ana Lobo
Consultora de Retail Senior en brandcelona®

For a better understanding and to complete all those elements linked to the brand experience that influence the buying process, we will count with the collaboration of experts that will introduce concepts that will improve our business development, from different disciplines and points of view. Today we are pleased to introduce a text of Joyce Chen, architectural & interior designer.

Introduction:

Shopping has been part of the major urban lifestyle in Shanghai. China has one of the most lucrative and rapidly growing retail markets in the world. Better living standards have shifted people’s focus from satisfying basic needs to pursuing a higher quality of life, creating significant opportunities in the retail market. China’s household spending on clothing, healthcare, transportation, and telecom services has been more than doubled in the past 10 years. These changes indicate that Chinese households have more cash available for discretionary spending than they did a decade ago.

The transformation of the urban development of the city not only transforms the retail market. It also changes the shopping habits of the local consumer from visiting traditional markets and street vendors to international luxury brand shops, contemporary retail precincts, and shopping malls.

First chapter – Transition from traditional district to trendy shopping precinct

Background:

A decade ago, while I was still an undergraduate student at the School of Architecture, University of Auckland, New Zealand, by conducting self-directed research about the architecture and culture of Shanghai, I took the chance to fly to Shanghai to witness the undergoing transformation of the city. I remembered wondering around the historical neighborhood and chatting with the elderly men and women to gain information about their living neighborhood and lifestyle. Many of them lived in the neighborhood with traditional Shanghainese architectural style combining Western and Chinese elements that first appeared in the 1860s. This type of neighborhood is called the ‘Shikumens lilong’ residence. It is a group of houses connected by the lanes. ‘Shikumen’ means stone arch. ’Shikumen’ residences are two- or three-story structures resembling Western terrace houses or townhouses, distinguished by high brick walls enclosing a narrow front yard. Many ‘Shikumens’ residences have been demolished due to modern city development over the last 20 years. In 2011, I returned to Shanghai for work reasons; I noticed only a few ‘Shikumens’ residences survived as residential neighborhoods. Many ‘Shikumens’ were controversially renovated to become service apartments, boutique hotels, restaurants and to other commercial uses. Some were extensively reconstructed and redeveloped into commercial & retail districts.

Case Study 1 :

Xintiandi

Xintiandi was one of the first urban renewal projects and it started in 1997. The project used the concept of “ Yesterday meets tomorrow in Shanghai today” and involved converting an original ‘Shikumen’ residential neighborhood into a commercial and retail precinct. ‘Shikumen’ houses were a relic of Shanghai’s fascinating history, but over the years have sadly deteriorated due to lack of maintenance. In order to restore the original heritage appearance of the ‘Shikumen’ , many buildings were reconstructed based on the old design. It is pleasant to see that the original bricks and tiles were preserved. The stone-arch door frames and windows that remained formed a part of the main entrance doors and window display for the new tenancies in the retail precinct.

Xintiandi was divided into the North and the South blocks. The North Block was developed into an outdoor retail precinct. The restoration of ‘Shikumen’ buildings with their modern interior design play host to a dazzling array of restaurants specializing in international cuisine, putting on display the full international dimension of Xintiandi. The South Block was developed into a contemporary shopping centre providing an indoor shopping experience with entertainment and leisure complex of 25,000 square meters in the South Block opened in mid-2002. International restaurants, boutique fashion & accessories shops, a foodcourt, a movie cinema, a fitness centre, as well as a luxurious service apartments were all part of the South Block’s mix-use development. A metro station was right beneath the shopping centre. Similar to the architectural design of the outdoor retail precinct in the North block of Xintiandi, a combination of East and West, old and new, has been expressed clearly in the interior space of the shopping mall. The elements of ‘Shikumen’ style could be seen in the shopfronts and atrium edge cladding design. Apart from the international fashion brands, Asian designer brands can also be seen in the mall. The aim of the mall is to provide a platform to nurture Chinese designers and allow them to communicate with world-class international designers.

Xintiandi has provided arts, cultural & leisure activities throughout the year. In the outdoor area between the North and South Blocks, there were weekend flee markets where we could see vendors setting up their stalls and selling arts & craft goods. The precinct has also hosted Shanghai Fashion week, inviting international designers as well as local designers to promote their latest fashion design. Arts festivals were also promoted throughout the year. Exhibitions could be seen in the shopping mall area as well as in some of the old ‘Shikumen’ renovating buildings in the North block.

Xintiandi has been one of the most successful examples of restoration of the heritage buildings and conversion of a neighborhood into a shopping precinct. It became the best place for visitors to appreciate the history and modern life of Shanghai. It is also a meeting place for local citizens and foreign visitors.

Case Study 2:

iAPM Mall

A decade ago, while visiting Shanghai, I was full of curiosity and wondering around the famous Xiangyang ‘fake’ market bargaining with the shop owners from the stalls. As China is the world’s factory, they produce real stuff so they can produce fake ones easily. People generally go to the ‘fake’ market to look for cheap knock offs.

The Xiangyang ‘fake’ market was located in a prime location with all kinds of potential development opportunities. Just 5 years after my first visit to Shanghai, the site was then bought and taken over by the Hong Kong developers – Sun Hung Kai Properties. The entire precinct was designed by Benoy, the world-renowned architectural firm for shopping centres. Benoy undertook the full scope of work for this prestigious development, including the Masterplanning, Architecture, Interior Architecture, Wayfinding and Graphics. In 2013, the 110,000sqm retail precinct iAPM Shanghai was born. It was a prestigious retail podium, a key feature of the Shanghai ICC mixed-use development and also the city’s first late night shopping precinct. The shopping mall stayed open until late at night to suit the local late-night lifestyle. An IMAX cinema, gourmet dining, a lifestyle supermarket and diverse promotions events and activities within the shopping mall offer a unique shopping experience.

Retail Zoning:

 Flagship stores:

iAPM was located at the intersection of two of the busiest roads in Shanghai, Huai Hai Road and Shengxi Road. An interchange metro stationwas located right below the development. The first two floors of the shopping mall were a high-end haven. With regards to storefront design, all of the major flagship fashion retailers seemed to be competing with their neighboring retailers. Major flagship fashion retailers include Prada, Miu Miu, Gucci, Hugo Boss, which are located in the main corner entrances and face Huai Hai road. In order to capture customers’ attention at such a busy junction, all corner shops have put their best effort on their branding and shop design. Producing striking double height shop fronts, the design gracefully showcases luxury flagship retail within the setback facade space. In retail zoning, level 1 and level 2 were the main levels with all luxury fashion brands. However, one smart way in this retail zoning is having the Apple flagship store, the only non-fashion store, located in the prime spot of the shopping mall, facing the centre of the atria in the retail podium where most events and activities would be held. The Apple store has taken two levels, having the large clear glass facing the busy Huai Hai road. Double height shopfront showcases the display of the Apple products as well as the interaction between the customers and the products and the interaction between the staff and the customers. When major events happen, for example, the launch of Apple 6, a large crowd queuing up in front of the Apple store makes quite a scene. While the adjacent luxury fashion stores aren’t usually busy during the weekdays, the Apple store has always been the busiest retail flagship store at iAPM that attracts a flow of people to walk into the centre of the mall.

The Piazza in the retail podium:

“A piazza is an open public square in Italy, usually surrounded by buildings. The Italian piazza is the center of public life…….. A piazza is commonly found at the meeting of two or more streets. Most Italian cities have several piazzas with streets radiating from the center. Shops and other small businesses are found on piazzas as it is an ideal place to set up a business. Many metro stations and bus stops are found on piazzas as they are key point in a city” – extracted from Wikipedia.

I described the ground level of the atria space in iAPM as the piazza of the entire ICC mixed-use development. The interior space has been planned around the striking six-level retail spine, within interior atria creating strategically located multi-purpose event spaces. With a large multi-media LED wall facing the centre space of the atria, it showcases fashion shows, promotions, festival events, sport events, and so on. I remember that during the FIFA World Cup 2014, the multi-media wall broadcast the World Cup games and it brought the World Cup fever to iAPM attracting people to the ‘piazza’ to celebrate the World Cup. The atria has created such a warm environment, incorporating interior finish materials with warm natural stone, timber, glass and metal finish. The atria is also surrounded by major retail shops with F&B (Food & Beverage) tenancies at level 4 & level 5. Providing a good circulation planning, at every entry & exit of the main escalators of each level, there is F&B (Food & Beverage) functional retail. Eye-catching glass dining ‘boxes’ protrude from interior spaces. The ground floor of the atria became a meeting place, a centre of multi-purpose space, just like a ‘piazza’.

It is incredible to think that just a few years ago, this was the site of the famous Xiangyang ‘fake’ market, where tourists would go to look for cheap knock offs, and now all that’s on offer is genuine luxury labels with prices to match. iAPM mall proves to be a luxury one-stop shop, with an endless list of fashion’s biggest names all taking, including Stella McCartney, the two Alexanders – McQueen, Prada, Gucci, Michael Kors, etc. Nowadays, iAPM is one of the most visited shopping malls in Shanghai.

Conclusion:

Both the Xintiandi retail precinct and iAPM mall are located in the interchange stations of Shanghai Metro Lines. They are both located at the prime locations of the shopping district in Shanghai. Both shopping precincts experienced transitional periods, changing from traditional residential neighborhoods into retail precincts without losing the original heritage elements. From a ‘fake’ market with cheap and knock offs goods turning into a trendy shopping centre with genuine luxury brands. The two retail examples significantly show the big transformation of Shanghai’s economy as well as the transformation of the quality of people’s lifestyle , from focusing on satisfying basic needs to pursuing a higher quality of life and higher quality of goods.

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上海的零售市場轉型

介紹：

中國，擁有世界上最有利和迅速增長的零售市場。購物，是居住在上海的生活習慣的一部分。進步的生活水平，已經轉移人們的注意力；從滿足基本需要到追求更高的生活質量，這對零售市場給予顯著的機會。中國的家庭支出在服裝、醫療保健、交通和電信服務也比過去10年中翻漲了許多。這些變化証明，中國家庭擁有比他們十年前更多的自由支配開支。

一個城市發展的轉型，不僅轉變了零售市場，也改變了當地消費者的購物習慣。 從傳統市場和路邊攤，到轉型成國際奢侈品牌專賣店和現代商場零售街區，這明顯的顯示了當地消費者購物習慣的改變。

第一部分–從傳統的小區轉型成時尚購物區

背景：

十年前，那時我還是就讀於紐西蘭的奧克蘭大學建築學院的一年級學生。 因對中國近幾年的都市發展充滿好奇，抱著研究建築和文化的理由，飛往上海，見證這個城市的轉變。記得當時花很多時間遊蕩在充滿歷史文化的街道，脖上掛著單眼相機，手拿速寫本， 與當地老一輩的居民聊天，得以理解他們在鄰里間的生活方式。他們之中，許多人生活在傳統的上海建築風格的住宅，此住宅中西合璧，最早出現在19世紀60年代。這種類型的住宅鄰里被稱為 – 石庫門弄堂，從傳統的江南居民建築式樣和英國傳統排屋建築式樣融合演變出來。“石庫門”的門是由石材所製，即由石材箍住的門，故而是石箍門，而在之後的流傳中，石箍門就漸漸演變了石庫門了。

“石庫門”住宅分成兩層或三層的結構，類似於西方排屋或聯排別墅。高磚牆包圍出一狹窄的前院。過去的20年，因現代城市的發展，許多“石庫門”建築已被拆除。 2011年，我重返上海工作; 注意到只有幾個“石庫門”的住宅倖存保留。 許多“石庫門”被「強勢」裝修成為服務式公寓、精品酒店、餐館和其他商業用途。 有些“石庫門”區則進行了廣泛的重建，改建為商業和購物區。

案例1：

新天地

新天地是上海第一個城市更新項目之一，該項目從1997年開始改建，採用“昨天‧明天‧今天在上海會見”的理念，將原來的“石庫門”的居民區轉型變成商業和購物區。 “石庫門”房子是上海迷人的歷史遺物，但多年來也曾黯然惡化，為了恢復“石庫門”的原始外觀傳承，許多建築物和商家店面以原始設計為基準作重建。因此走在新天地區能看到原來建築的磚瓦被保存。石門框和石窗框的保留，形成了店面和店家主入口設計的一部分。

新天地分為北區和南區。北區發展以保留的“石庫門＂建築為主，成為一個戶外零售區。琳瑯滿目的國際美食餐廳與他們的現代室內設計和“石庫門”的原始建築融入，展出新天地的全面國際化的一面。南區則發展成為一個現代化的購物中心，提供25000平方米的室內購物體驗，其中包含了娛樂和休閒中心。購物中心於2002年中開業。國際餐廳、精品時裝、配飾店，電影院、健身中心…..，以及一個豪華服務式公寓，是南區的混合用途開發的一部分。地鐵站在購物中心的正下方，與整個城市連結。 購物中心公共空間的室內設計概念結合中西合璧，舊與新的對比。“石庫門”風格的要素也可在店面和中庭邊緣的設計看出。除了國際時裝品牌，亞洲品牌設計師的店面也可以在商場內看到。商場的另一目的，是提供一個平台，培育中國的設計師，讓他們能與世界級的國際設計師在這充滿國際化的中心交流。

新天地一年四季提供藝術、文化交流和休閒活動。在南北之間的室外區域，有週末的跳蚤市場，我們可以看到設計師和當地廠商建立自己的攤位和銷售工藝品的商品。 每年的上海時裝週也在新天地舉辦，邀請國際設計師，以及本地設計師推廣其最新的時裝設計並做交流。新天地藝術節也貫穿全年，可以在購物中心區域，或在北邊一些保留的“石庫門”改造的建築物中看展覽。

新天地一直是文物建築修復和鄰里轉換最成功的例子之一。它成為遊客欣賞上海歷史和現代生活的最佳場所。這也是當地居民和外國遊客的聚會場所。

案例2：

iapm商場

十年前，我充滿了好奇，到上海著名的仿冒品市場-‘ 襄陽市場’ ，觀看客戶和攤位老闆如何討價還價。由於世界各大品牌設工廠在中國，使他們能夠輕鬆製作仿冒品。這也成了吸引人們去仿冒品市場，尋找廉價品的原因。

‘襄陽市場’位於黃金地段，擁有各類潛在的發展機會。五年前，該地由香港開發商 – 新鴻基地產買下。整個區由貝諾—世界知名的建築事務所接手。貝諾的設計包括整個上海淮貿(ICC) 混合用途發展綜合體的總體規劃，涵蓋建築、室內設計和標誌。此綜合體包括商業大樓、商業裙樓、零售區、旅館式公寓和交通地鐵轉運站。 2013年， 11萬平方米的iapm在上海誕生了，這是一個著名的商業裙樓，上海淮貿(ICC) 混合用途發展的一個重要特徵，也是全市第一個深夜購物區。商場營業至深夜，以適應當地的生活習慣。商場內的IMAX影院、美食餐飲、生活型態的超市和多樣化的促銷活動提供了一個獨特的購物體驗。地下層連接主要的三線地鐵轉運站，將上海環貿廣場升級成為一座以交通為主導的繁忙發展項目。

零售分區

旗艦店：

iapm位於上海兩個最繁忙的道路: 淮海中路和陝西南路的交叉口。 地鐵轉運站位於地下層。商場的第一層和第二層是以高端零售店面為主打。至於店面設計，所有主要的主打時裝零售商似乎在與他們相鄰的零售商競爭。主要主打時裝零售商包括Prada、Miu Miu、Gucci、Hugo Boss…..等國際品牌，分別位於主入口的角落和面對淮海路。為了抓住客戶的注意力，在這樣繁忙的交通路口，所有主要角落的商店用盡他們最大的努力，將他們的品牌和店鋪設計以醒目的雙層高度店面，優雅的設計展現在其旗艦零售店。

在零售區域劃分，商場的第一層和第二層樓是所有奢侈時尚品牌的主要樓層。然而，在商場的第一層零售區卻安排了唯一的非時裝商店 – ‘蘋果旗艦店’ ，位於購物中心的黃金地段，面朝充滿活動和人潮的裙樓中庭的中心。蘋果商店擁有雙層的店面，大片的透明玻璃面臨繁忙的淮海路。雙層高度店面不僅展示了蘋果產品的展示，也展示出客戶和產品之間，以及工作人員和客戶之間的交互活動。當特別活動發生，例如，蘋果手機推出iPhone 6，一大群人在面對淮海路的蘋果店門口排隊，而相鄰的豪華時裝商店也許不繁忙，當蘋果店處於最繁忙時，同時也吸引顧客走進商場的中心。

廣場的商業裙樓：

＂廣場—在傳統城市中是一個廣闊、平坦的露天空間，主要用途是讓民眾聚集。 一個開放的公共廣場在意大利，通常由建築包圍。意大利廣場是公共生活的中心……一個廣場是在兩個或多個街道的匯聚點。大多數意大利城市有幾個露天廣場，街道從中心放射分佈。商店和其他小型企業都在廣場上發現的，因為它是建立企業的理想場所。許多地鐵站和巴士站也能在廣場邊發現，因為它們是一個城市的主要據點 ＂– 以上維基百科提取。

iapm的主中庭就像是一個廣闊平坦的廣場。室內中庭的地理位置優越，多功能活動空間內活動和展覽絡繹不絕。六層樓的零售店面圍繞著主室內中庭。大型多媒體LED幕牆面對主中庭內，LED幕牆展示時裝秀、促銷活動、節慶活動、體育賽事等。記得2014年世界杯足球賽期間，LED多媒體牆轉播世界杯足球賽，當時iapm以吸引人們到“廣場”來慶祝世界杯為出發點，讓它帶來世界杯足球賽熱潮。

主中庭的室內裝飾材料結合溫暖的天然石材、木材、玻璃和金屬飾面。四層和五層樓主要的規劃為餐飲類。在面對主中庭的每一層的主要自動扶梯的個出入口，會透過餐飲類的店面來吸引人潮往上層流動。iapm的主中庭就像是一個聚會的地方，多元化空間的中心，就像一個“廣場”。

令人難以置信的是僅僅近幾年迅速的轉變，原本是遊客會去尋找廉價品的著名的襄陽仿冒品市場，現在一切轉變成只提供真正奢侈品牌的大型商場。 iapm商場被證明是一個豪華奢侈品牌的聚集商場，包括Stella McCartney, the two Alexanders – McQueen, Prada, Gucci, Michael Kors等等。如今，iapm是上海最吸引人潮聚集的商場之一。

結論：

無論是新天地或iapm商場，它們分別位於上海地鐵線路的轉運站，它們都位於上海商圈的黃金地段。這兩個購物區經歷了過渡期，從傳統的住宅小區到零售街區，改變不失原有的歷史文化要素，從以賣廉價仿冒品的傳統市場變成了正版奢侈品牌時尚購物中心。這兩個案例明顯顯示了上海經濟上的大改造，以及人們的生活品質的轉變，從著眼於滿足基本需求，到追求更高的生活品質和商品質量為目標。

Once more, we find a new word that is not meant to be translated into other languages or that belongs exclusively to a certain culture or city, as we already experienced in one of our previous posts about the Danish hygge. It is now time for their neighbors and their famous fika, a very common practice, which consists in taking breaks during normal workdays, with the aim of gathering and socializing, while enjoying a drink –usually a coffee–. But such important social and working event is no longer found only at work; now it is also part of the retail world.

This is the case of the Södermalm area, in Stockholm, a very famous place, which has spaces, where the shopping experience goes far beyond everything, as they offer spots where to chill and enjoy the fika, as well as to share knowledge. Once again, we find places, where we can feel the desired 2.5 space: places, where you have the in-between feeling of being at home and at work.

On one of our brandcelona® retail tours, you are given the opportunity to experience and face the upcoming and new markets and trends within retail and brand positioning. A retail tour might be the next step to find inspiration and explore what possibilities your business can achieve, within customers needs, interests and shopping experience in the future.

Book a retail tour here and inspire your vision.

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Una vez más, nos encontramos ante términos intraducibles o propios de una cultura o ciudad en concreto, como ya pudimos ver en nuestro post anterior sobre el hygge danés. Esta vez es el turno de sus vecinos suecos y su famoso fika, una práctica muy común, que consiste en tomar “breaks” durante la jornada laboral, con el fin de juntarse y socializar mientras disfrutas tomándote algo –normalmente un café–. Pero este importante evento social ya no sólo forma parte de la vida social y laboral; ahora también encontramos ejemplos de ello en el mundo del retail.

Éste es el caso del barrio de Södermalm en Estocolmo, una conocida zona que cuenta con espacios donde la experiencia de compra va mucho más allá, y donde se ofrecen lugares en los que relajarse y donde disfrutar del fika, además de compartir conocimiento. De nuevo, encontramos espacios donde sentir el tan ansiado espacio 2.5: lugares a camino entre la sensación de estar en casa y en el trabajo.

En un retail tour de brandcelona® tienes la oportunidad de experimentar y afrontar las futuras tendencias y los nuevos mercados en materia de retail y posicionamiento de marca. Un retail tour es el siguiente paso para inspirarse y explorar qué posibilidades puede alcanzar tu negocio en el futuro, en el marco de las necesidades del usuario, sus intereses y su shopping experience.

Reserva un retail tour aquí e inspira tu visión de negocio.

Fuente // Source: http://www.metalocus.es/en/news/black-cant-system-heike-fashion-brand-concept-store-interior-design

Fuente // Source: http://www.metalocus.es/en/news/black-cant-system-heike-fashion-brand-concept-store-interior-design

Fuente // Source: http://www.metalocus.es/en/news/black-cant-system-heike-fashion-brand-concept-store-interior-design

The Wow Effect is the reaction that produces a space, where we live a unique and memorable brand experience. It’s an emotional rush that invades your senses and makes you want to return there.

Who & Where: HEIKE at the suburban outskirts of Shanghai Binjiang District Binsheng road 4309, on the second floor of a furniture store. https://www.heike-ny.com

About its products and services: HEIKE, created by Heike Jarick, german-born, London-schooled, Milan-trained fashion designer living in New York City. Women’s apparel and accessoirs made in New York, with exclusive fabrics from Italy and Japan. Its pieces are multi-use, multi-purpose and highly versatile, focusing on construction and deconstruction.

How: The brand explores a practice of a relatively independent way to potray its brand. Heike attracts a complex group and responds in a unique way, outside the traditional business. HEIKE is achieved with geometric, cutting shapes, minimal furnishing and a varied range of materials such as concrete, steel, aluminum and mirrors. Different textures are used to create matt and shiny surfaces, all of them in strictly gray and black shades, eloquent signs of craftsmanship. Other examples is the raw concrete construction, contrasting with the polished floors, the steel window structures, the hangers, the intensely black marble dust finish and the polished metals. HEIKE concept fashion store is a project by AN Studio and a poetic conceptual and spatial experiment to create an innovative example of interior design for an independent fashion brand.

Wow Effect: 9/10

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El efecto WOW es la reacción que nos produce un espacio en el que vivimos una experiencia de marca única y memorable. Es un ajetreo emocional que nos invade los sentidos y hace que queramos volver.

Quién y dónde: HEIKE, en las afueras de los suburbios de Shanghái, en la ciudad-distrito de Binjiang, en el número 4309 de la calle Binsheng, en la segunda planta de una tienda de muebles. https://www.heike-ny.com

Sobre sus productos y servicios: HEIKE, creada por Heike Jarick, diseñadora nacida en Alemania, escolarizada en Londres, con estudios en Milán, que vive en Nueva York. HEIKE diseña ropa y accesorios para mujer hechos en Nueva York, a base de tejidos exclusivos italianos y japoneses. Sus creaciones consisten en piezas multi-uso y multi-funcionales, además de muy versátiles, centradas en la construcción y deconstrucción.

Cómo: La firma hace uso de una práctica relativamente independiente para representar su marca. HEIKE atrae a un grupo complejo y responde de una forma única, fuera de cualquier negocio común. HEIKE se logra con formas geométricas, de corte, mobiliario mínimo y una gama variada de materiales como hormigón, acero, aluminio y espejos. Diferentes texturas son utilitzadas para crear superficies mate y brillantes, todas ellas en tonos estrictamente gris y negro, signos elocuentes de la artesanía. Otros ejemplos son la construcción de hormigón en bruto, que contrasta con los suelos pulidos, las estructuras de ventanas de acero, las perchas, el acabado de polvo de mármol negro intenso y los metales pulidos. La concept store de moda HEIKE es un proyecto de AN Studio y un experimento poético-conceptual y espacial para crear un ejemplo innovador de diseño de interiores para una marca de moda independiente.

Wow Effect: 9/10

Retail tours with brandcelona® are meant to help your business concept successfully by offering agile, cross-sectional solutions, that encourage you to remember experiences in a specific way that may change your vision of the world. brandcelona®’s retail tours have a structured goal: to give a specific vision of branding, and every commercial space that is visited proves it. All this grants a perception of how brands and brand-expereriences from the 21st century are structured.

We are here to inspire your vision in the right path. Here is a 360-degree retail tour guide to understand a retail tour and to know how to benefit 100% from our program.

Look 360 around – Always be conscious and aware of the surroundings. A design is not only within the interior space of a store; it starts much before you go inside. Think about the feelings you have before you enter the space, just by looking at it and approaching it, think about its location and the effect it creates both inside and outside the store.

There are 4 key points to be considered and that will help you know what to do when you are with us in the tour.

• To conceptualize the space: To feel the space you are in. Everything in a store has a meaning and reason of being the way it is. One of the main aspects to conceptualize is the

Materiality aspects found in any space: Colors, textures, balance, quality, lighting, surfaces etc. But most important, think about the atmosphere these aspects create, and how they affect you, and your perception.

• To perceive: Everything is not equally important and nothing is to be forgotten. How to distinguish the different phases and segments of a store when you are in it: by its context, creativity and style.

The Context of the space you are in, its diversity, uniqueness, products, and methodology, along with the style in the details, connectivity and trends.

• To Notice the key elements that the space has to offer: Each store you will be visiting with us will have a different story to tell you. Experiencing the store’s aroma is very important.

Experiences you obtain from looking at things in the store, the focal point, placement and distribution of objects, products, value, satisfaction, display and innovation.

• To question yourself: Why here, not there? Why this, and not that?

To question the way you see things and to think of how different they could be. Do you think they transmit their purpose?

The most important aspects to think about are the brand, the space itself, and their relation.

The Brand: The experience, uniqueness, coherence and identity.

The Space: The content, products, divisions, and its interior.

The sum of all these aspects will give us a clear and comprehensive overview of the development and design, which will allow us to compare each of the visits under the same guidelines.

If you had to choose the aspect that has more influence on you at the moment of making the decision of entering an establishment, what aspect would you choose?

brandcelona® advises and monitors the highlights to design and develop spaces, sets and environments. Do not hesitate to contact us at info@brandcelona.com to study the best alternatives and plan how to carry them out in your establishment.

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Los retail tours de brandcelona® están hechos para ayudarte a estructurar tu pensamiento de negocio exitosamente, ofreciendo soluciones ágiles, transversales, que te motivan a recordar y a analizar las experiencias de una manera tal, que puede cambiar tu visión del mundo. Los retail tours de brandcelona® se estructuran con el objetivo de brindar una visión y estructura acerca del branding, y cada espacio comercial visitado es una prueba de ello. Esto nos proporciona una visión acerca de cómo se estructuran las marcas y experiencias de marca del s.XXI.

Estamos aquí para inspirar tu visión en el camino correcto. Ésta es una guía 360º para entender un retail tour y para tener claro cómo beneficiarse 100% de nuestro programa.

Observa 360 º a tu alrededor – Sé siempre consciente de lo que hay a tu alrededor. El diseño no hace parte únicamente del espacio interior de una tienda; empieza desde mucho antes de entrar en ella. Piensa en las sensaciones que tenías antes de entrar al espacio, sólo al mirarlo y al acercarte a él, piensa en su ubicación y el efecto que genera esto, tanto en el interior como en el exterior de la tienda.

Hay 4 puntos claves que debes tener en consideración para saber qué es importante cuando estés con nosotros en el tour.

• Conceptualiza el espacio: Sentir el espacio en el que estás. Todo en una tienda tiene un significado y una razón de ser de la manera que es. Uno de los aspectos principales para conceptualizar es la materialidad.

Aspectos de materialidad que se encuentran en un espacio: Colores, texturas, balance, calidad, iluminación, superficies, etc. Pero más importante aún, piensa en la atmósfera que estos aspectos generan, en cómo te afecta a ti y a tu percepción del espacio.

• Percibe: Nada dentro de una tienda es aleatorio, ni tiene igual importancia. Cómo distinguir las diferentes fases y etapas de una tienda cuando estás en ella: a través de su contexto, creatividad y estilo.

El contexto del espacio en el que estás, su diversidad, singularidad, productos y metodología usada, su estilo y creatividad en cada detalle, relación entre elementos y tendencias.

• Reconoce los elementos principales que el espacio tiene para ofrecer: Cada tienda que visites con nosotros tiene una historia diferente para contarte. Percibir y experimentar el aroma de las tiendas es muy importante.

Las experiencias que obtienes de mirar cada objeto en la tienda, el punto focal, la ubicación y distribución de los productos, su valor, la satisfacción, la manera en que se disponen y la innovación.

• Pregúntate a ti mismo: ¿Por qué aquí y no allá? ¿Por qué esto y no aquello?

Preguntarte la manera en que ves las cosas y pensar en cómo podrían ser diferentes. ¿Crees que están transmitiendo su propósito?

Los aspectos más importantes para analizar son la marca, el espacio en si mismo y su relación.

La marca: La experiencia, la singularidad, la coherencia y la identidad.

El espacio: El contenido, los productos, las divisiones y su interior.

La suma de todos estos aspectos nos dará una mirada clara y estructurada del desarrollo y el diseño, lo cual nos permitirá comparar cada una de las visitas bajo las mismas guías.

Si tuvieras que escoger el aspecto que ha tenido más influencia en ti en el momento de tomar la decisión de entrar en una tienda, ¿qué aspecto escogerías?

brandcelona® asesora y supervisa los aspectos más destacados para diseñar y desarrollar espacios, escenografías y ambientes. No dudes en contactarnos en info@brandcelona.com para estudiar las mejores alternativas y planificar cómo llevarlas a cabo en tu establecimiento.

Under the premise that access to drinking water is a basic human right, Marie Stella Maris, a brand based in Amsterdam is born, with a range of products in accordance with its social corporate responsibility.

Bottled mineral water and natural body care products are the two business units, which Marie Stella Maris contributes to water treatment projects around the globe.

The ethical behavior of the company offers us a spiritual perception of the brand that easily positions it in front of its competitors making it memorable and with a great differentiating value.

The link between access to potable water, sanitation and hygiene generates the common thread that allows the company to offer heterogeneous products under the same business strategy. The rest of the brand experience is created with the same speech.

Its flagship store is located on the ground floor and basement of an 18th century building on the banks of the Emperor’s Canal, the widest of the inner canals of the city, and it’ s full of elements that represent the values ​​of the brand.

A large central island to expose the products, a roof natural light, a determined chromatic code and choice of aseptic materials stand out in their interior. On the ground floor we discover a meeting space and an intimate cafe that reinforces the idea of ​​community and lifestyle.

A large vertical panel by UN resolution of 64/292, which states that access to water and sanitation is a basic human right, welcomes us and takes our breath away, demonstrating once again that today the product is an element without perception of value leaving all the protagonism to the shopping experience that includes the intangibles values involved in the sensorial, functional, emotional, intellectual and spiritual perception of the brand. All these values that move us in a sensorial level as users of the brand are the ones that will position, differentiate and make the brand as remarkable and memorable as it is.

Marie Stella Maris a great example of corporate social responsibility.

On one of our brandcelona® retail tours, you are given the opportunity to experience and face the upcoming and new markets and trends within retail and brand positioning. A retail tour might be the next step to find inspiration and explore what possibilities your business can achieve, within customers needs, interests and shopping experience in the future.

Book a retail tour here and inspire your vision.

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Bajo la premisa de que el acceso al agua potable es un derecho básico para la humanidad, nace Marie Stella Maris, una marca con sede en Ámsterdam y con una oferta de productos acorde a su responsabilidad social corporativa.

Agua mineral natural embotellada y productos de cuidado naturales son las dos unidades de negocio con las que Marie Stella Maris contribuye a proyectos de potabilización alrededor del globo.

El comportamiento ético de esta empresa nos ofrece una percepción espiritual de la marca que fácilmente la posiciona frente a sus competidores haciéndola memorable y con un gran valor diferenciador.

El vínculo entre el acceso al agua potable, el saneamiento y la higiene genera el hilo conductor que permite ofrecer productos heterogéneos bajo una misma estrategia empresarial. El resto de la experiencia de marca está trazada con el mismo discurso.

Su flagship store se ubica en la planta baja y sótano de un edificio del S.XVIII a orillas del Canal del Emperador, el más ancho de los canales interiores de la ciudad, y está repleta de elementos que nos transmiten los valores de la marca.

Una gran isla central para mostrar el producto de manera cenital y un cromatismo y elección de materiales asépticos destacan en su interiorismo. En la planta baja descubrimos un espacio de encuentro a modo de café íntimo que refuerza la idea de comunidad y de estilo de vida.

Y el gran paño vertical retroiluminado que nos recita la resolución 64/292 de la ONU en la que se establece que el acceso al agua y al saneamiento es un derecho humano básico, nos da la bienvenida y corta la respiración al mismo tiempo demostrando, una vez más, que el producto es hoy en día un elemento sin percepción de valor dejando todo el protagonismo a la experiencia de compra que engloba los intangibles involucrados en la percepción sensorial, funcional, emocional, intelectual y espiritual de la marca.

Todas estas percepciones que nos remueven a un nivel interno como usuarios de la marca son las que dictarán el posicionamiento diferenciador y memorable de la misma.

Marie Stella Maris un gran ejemplo de responsabilidad social corporativa.

En un retail tour de brandcelona® tienes la oportunidad de experimentar y afrontar las futuras tendencias y los nuevos mercados en materia de retail y posicionamiento de marca. Un retail tour es el siguiente paso para inspirarse y explorar qué posibilidades puede alcanzar tu negocio en el futuro, en el marco de las necesidades del usuario, sus intereses y su shopping experience.

Reserva un retail tour aquí e inspira tu visión de negocio.

Fuente//Source: http://www.milanotoday.it/foto/cultura/moleskine-cafe/

Fuente//Source: https://www.designweek.co.uk/issues/25-31-july-2016/moleskine-opens-caf/

Fuente//Source: http://www.moleskine.com/en/news/moleskine-cafe

The Wow Effect is the reaction that produces a space, where we live a unique and memorable brand experience. It’s an emotional rush that invades your senses and makes you want to return there.

Who & Where: Moleskine Café Corso Garibaldi, 65, Milano, Italy

About its products and services: Moleskine was created as a brand in 1997, bringing back to life the legendary notebook used by artists and thinkers over the past two centuries: among them Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin. Moleskine is a creative company enjoying a continuing growth. Today the brand Moleskine encompasses a family of nomadic objects: notebooks, diaries, journals, bags, writing instruments and reading accessories, dedicated to our mobile identity. Indispensable companions to the creative professions and the imagination of our times: they are intimately tied to the digital world.

How: Moleskine group is all around the world, with their main office in Milan, Italy, but with important subsidiaries in Asia and America, all of them wholly – owned. In 2016 they present their new brand format that reinterprets the idea of the “café-litteraire” in a very contemporary mood. Mixing elements of the café, art gallery, store and library, it supplies energy to boost creativity as well as space for deep thinking and relaxation. They have different areas with specialized purpose in the café, such as reading, working, quiet conversations, a bar with fresh coffee where art shows, conferences, talks and workshops may be held, and of course the exhibition of products such as notebooks and books. This retail concept is meant to be replicated in global cities worldwide.

Wow Effect: 9/10

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El efecto WOW es la reacción que nos produce un espacio en el que vivimos una experiencia de marca única y memorable. Es un ajetreo emocional que nos invade los sentidos y hace que queramos volver.

Quién y dónde:  Moleskine Café Corso Garibaldi, 65, Milán, Italia.

Sobre sus productos y servicios:
Moleskine fue creada como marca en 1997, trayendo a la vida el legendario cuaderno utilizado por artistas y pensadores de los últimos dos siglos: entre ellos Vincent van Gogh, Pablo Picasso, Ernest Hemingway y Bruce Chatwin. A partir de esto, Moleskine es una empresa creativa que sigue creciendo y que hoy en día abarca una familia de objetos portables como: portátiles, diarios, revistas, bolsos, instrumentos de escritura y accesorios de lectura, dedicados a nuestra identidad portátil. Objetos imprescindibles a las profesiones creativas y a la imaginación de nuestro tiempo: están íntimamente ligados al mundo digital.

Cómo:
Moleskine tiene su sede principal en Milán, Italia, teniendo además importantes filiales en Asia y América, todas propiedad directa de la marca.

En el 2016 Moleskine presenta su nuevo formato de marca que reinterpreta la idea del “café – litteraire “en un ambiente contemporáneo y creativo, en donde se mezclan elementos de cafetería, galería de arte, tienda y biblioteca, buscando crear un espacio que propicie e impulse la creatividad, así como un espacio para el pensamiento profundo y la relajación. En este modelo de tienda se encuentran diferentes áreas, cada una de ellas con un propósito diferente, por ejemplo en la cafetería, se propicia un espacio para actividades tales como lectura, trabajo, y conversaciones tranquilas, un bar de café donde se pueden celebrar espectáculos de arte, conferencias, charlas y talleres, además de una zona de exposición de sus productos típicos como cuadernos y libros. Este concepto de retail esta destinado a replicarse y a generar un concepto de replicar marca a nivel global en ciudades principales.

Efecto Wow: 9/10