Spice up your life at Gewürzhaus Herb & Spice Merchants // 用香料來豐富您的生活 – Gewürzhaus Herb & Spice Merchants 的香料店鋪

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The ‘scooping-your-own’ concept

A few years ago, I was fortunate enough to visit the bazaar of Isfahan in central Iran. Walking in the bazaar was like walking in a maze.  The stalls that attracted me to stop by the most were the ones with the colorful hand painted miniatures,  hand-crafted plates, colorful spices, and sweets.  Displayed nicely in big bags.  I could smell a cloud of spice aromas envelope the entire bazaar.  Next to the spices and herbs were dried nuts and fruit. Salesmen loudly offered dried pistachios and dried fruit for customers to try.  Men and women came to the spices stalls, the shopkeeper scooped up, bagged, and then handed to customers the amazing spice mix.

A few years later, in Sydney, I noticed that the concept of scooping-your-own has become a sustainable way of shopping and has become a retail trend, particularly in wholefood stores and organic supermarkets. The concept of scooping-your-own means that much less food is paid for and wasted.  Customers could select varities of spices, create their own blend of spices.  This kind of personalised experiences attracts customers and encourages them to come back to the store again and again.

 

Case Study: GewürzhausHerb & Spice Merchants in the Strand Arcade, Sydney

“Have you ever experienced a bazaar or market-place in Middle-Eastern and South Asian cities? “ – I asked my friend as we walked into GewürzhausHerb & Spice Merchants.  Located in the Strand Arcade, one of the most iconic Victorian heritage builidngs in the CBD of Sydney, GewürzhausHerb & Spice Merchants is a boutique retail store that offers more than 350 single-origin spices, herbs, salts, peppers, teas, and sugars from around the world.

Gewürzhausmeans ‘spice house’ in German. Sisters Eva and Maria Konecsny from Melbourne are the owners of the shop.  The siblings are passionate about cooking and food.  Coming from German root, their first store was opened in Carlton, Melbourne in 2001.  Each Gewürzhausstore has its own personality through its interior scheme.

The Sydney store was designed by Melbourne-based studio, Doherty Design. It was designed to encourage customers to explore the shop; to smell, touch, and taste the products.  Like the experience in a Middle-Eastern bazaar, but not exactly the same.  All herbs, spices, salts and tea are self-scooped by customers instead of being served by the shopkeeper.  Goods are featured and stored in the tubs instead of being stored in the big bags.  Customers are invited to sample the products by lifting the lids of any of the tubs, scooping some of its content, and then seeing and smelling it. Spices and blends in the store were displayed according to cuisine types and country of origin: Australian, South East Asian, Indian and Middle Eastern.

“It was important to maintain that tradition of refined German shopkeeping in both service and aesthetic, and to let the spices and their history speak for themselves,” said the owners of Gewürzhaus.“Doherty Design Studio draws attention to the age and history of the spices through a timeless design, which could be current now or 100 years ago. That is what references our spices’ histories, not the exoticism of their backgrounds” – quoted from blog writing of Tess Ritchie, April 7th2015 Indesignlive.

 

Engaging all five senses of the customers:

A good interior design provides customer with a spatial perception experience and enables interaction with the products in the store.  Customers have five sensory responses as they navigate through a store: sight, smell, touch, taste and sound.

  1. Sight:

Gewürzhaus remindedus of walking into a boutique street store in Europe.  The display of the tubs with colorful spices and herbs, however, reminded us of walking through a Middle-Eastern bazaar, and good space planning allowed us to explore the store easily.  Every tub of spice in Gewürzhaus was individually labeled, and provided four main types of information: ingredients, origin of product, price and description of use.  The visual branding, packaging design, and attractive product display captured customers’ visual attention.

  1. Smell:

Before we entered the shop, the cloud of spice aromas made us want to stop before we went into the shop.  Exploring the shop was like exploring a Middle-Eastern bazaar, we opened the lid of the tubs, scooped the spices and herbs, and smelled it.  A good scent was generally perceived as positive attraction for the customers to go in or stay longer in the shop.  For many of us coming from diverse cultural backgrounds, we explored the scents, and searched for the pieces of our childhood memories by smelling the mixed spices and herbs; it reminded us of the dishes that our grandparents or parents used to cook.

  1. Touch:

The self-scoop format definitely made the shopping experience more engaging and makes customers more likely to buy things.  By experiencing scooping the products through interactions, a more personal connection is created.  A convenient self-service weighing station was available for customer’s use. Customers could scoop their desired quantity, and put them into specially designed packaging bags.

  1. Taste:

One of the best parts about exploring the shop was that we could sometimes taste some of the spices and herbs.  Occasionally the staff in the shop would serve us herbal tea.  In the Advent period prior to Christmas, we were served Christmas tea.  For some special events, customers are invited to Gewürzhaus’s own cooking school where they would serve the food that are cooked with mixed spices from their store’s products.

  1. Sound:

In the shop, the conversations we overheard from shopkeepers and customers were inevitably about food; how certain spices can blend well with certain meat dishes; how to mix and make an authentic Thai Tom Yum soup; what to sprinkle on top of a cake.  The conversations that customers overheard from other people’s discussions can make good impressions on them when shopping for products in the store. Hence, having a passion for cooking and being a food lover are must-have qualities the store looks for when they hire retail sale assitants.

When we explored the in-store experience of Gewürzhaus, we touched on the topic of how customer’s perception responded to the physical environment around them.  We observed and explored how humans’ five senses responded to the products and the store circulation.  We learnt that human emotion was a key link in the shopping experience.

 

Customer experience through digital interactive design:

In every purchase that I made in Gewürzhaus, I received their business card that came along with their unique package. On the business card, text in brand’s color, gold, was used to show Gewurzhaus’ s website and social media accounts.  Customers shared what they cooked over the week or weekends on their social media by hash-tagging the name of #Gewürzhaus. People found information of Gewürzhaus through their friends’ social media posting, which is a successful way of marketing.

The website was strategically designed in conjunction with the actual products that displayed in the physical retail shops.  Instead of going to the physical shops, it gave customers a more flexible option in the ways of shopping.  As we navigated the website, we could find detailed descriptions and historical background about the varieties of herbs, spices, salt & pepper, and tea.  Like navigating in their physical shops, the website is also designed with good visual design and navigation.  However, with online shopping, customers can’t touch, smell and taste the products through the digital shop.  Hence, customers either already knew about the products or they purchased based on the information they read from the website.

To enhance customer experience,  Gewürzhaus also provided cooking classes, which we could book online.  Given that the design of the shop took inspiration from traditional spice markets of exotic locations throughout the world, the cooking classes were also modelled with variety of cooking classes based on different cultural cuisines around the world.  If customers could not goto the cooking classes, variety of recipes were also available.

 

We can take GewürzhausHerb & Spice Merchants as a case study of how customers are engaged both emotionally and behaviorally, of how communication on social media and physical retail stores should both excel in emotional appeal, and of how to encourage various forms of interaction with the brand.  Increasingly, success at retail is less about what the retailer has to sell and more about how they sell it.  Personalization has also been the latest trend in retail.  In this case, customers self-service their own preferred portion of spices, select varieties of spices, create their own blend of spices, and learn more about food cooking through available videos or recipes from websites or cooking classes; these are all part of the personalization trend.

GewürzhausHerb & Spice Merchants showed us a good example of branding strategy by combining their good in-store customer service, as well as with the interactive experience through actual cooking classes and social media platforms; this kind of personalised experiences kept customers coming back to their brand again and again. More importantly, it gave customers the sensation of being in an exotic spice market; and experienced the taste of their own cooking of the exotic cuisines.  We didn’t need to travel far to the Middle-East or South Asia, but we could simply use the spices from Gewürzhaus, cook the exotic dishes in our own kitchens in our cozy homes.

 

‘自助舀’的概念

幾年前,我很幸運地參觀了位於伊朗中部文化古都伊斯法罕的bazaar 傳統市場。走在bazaar 傳統市場就像走進迷宮裡一樣。吸引我停下來最多次的攤位, 是那些賣彩色手繪小刀和手工製作盤子的攤位,還有豐富多彩的香料和糖果的攤位,而香料和糖果都放在各個不同的大袋子裡展示著。我可以聞到各種香料和烹飪用的草藥,一股香料香味籠罩著整個bazaar 傳統市場。緊鄰香料攤位的,是堅果和乾果的攤販。店主大聲叫賣著,並邀請經過的顧客試吃。顧客們都來到了這些攤位選擇他們要的香料、乾果等;店主便將其一一舀起裝袋後,遞給顧客、結帳;就這樣完成了每筆交易。

幾年之後,現在居住在澳洲雪梨的我注意到,隨著現代零售趨勢的演變,特別是對於整個食品商店和有機超市而言,’自助舀’ 的概念一直是可持續的購物方式。一切自給自取的方式,減少了食物被過度支付和浪費。這種個性化的體驗,更吸引了顧客一次又一次的回到店家購買。

 

案例研究:雪梨Strand ArcadeGewürzhaus Herb & Spice Merchants的香料店鋪

當我走進Gewürzhaus Herb&Spice Merchants的香料店鋪時,我問同行的朋友,”你有沒有去逛過在中東和南亞城市的市集,或bazaar傳統市場?” — 這是我腦海中浮現的第一個問題。Gewürzhaus Herb & Spice Merchants是一家精品香料零售商店,位於雪梨中央商務區,最具代表性之一的維多利亞式遺產Strand Arcade建築內,店內提供來自世界各地350多種的香料、草藥、鹽、辣椒、茶、糖 。

品牌最早源自於德國。 Gewürzhaus意為德文的“香料屋”。來自墨爾本的姐妹Eva和Maria Konecsny是這個品牌的創業總監,姐妹熱衷烹飪和熱愛食物。他們的第一家商店於2001年在墨爾本的卡爾頓開業,每個Gewürzhaus商店都擁有自己的特色性的設計。雪梨Gewürzhaus商店,由墨爾本的Doherty Design室內設計工作室設計。設計的理念是鼓勵顧客在店內探索和產品有所互動,去體驗、嗅聞、觸摸、和品嚐商品。這很類似我在中東bazaar傳統市場的購物經歷,但是不完全一樣。所有的草藥、香料、鹽,和茶都是顧客可’自助舀’的形式,而不是透過店主舀取。草藥、香料、鹽,和茶被放在一個個透明的展示桶中。顧客可自行掀起任何透明桶的蓋子,舀出其中的香料。並透過看到、聞到,來選擇想購買的商品。店內的香料,也按世界美食區域性分類成:澳大利亞、東南亞、印度,和中東…等區域性的香料來陳列。

“重要的是,要保持德國精緻的店鋪服務和美學上的傳統。並讓香料及其歷史為自己說話”Gewürzhaus的業主說道。“Doherty Design 室內設計工作室想要透過香料,引起人們關注時代和歷史。我們想要強調香料的歷史,而不是香料的異國情調“ —

引自Tess Ritchie的博客寫作,2015年4月7日Indesignlive。

 

吸引所有顧客的五種感官體驗:

良好的室內設計為顧客提供空間感知體驗,並與店內的產品互動。在商店內的購物體驗中,顧客有五種自然回應;它們是我們人類感官的自然反應:視覺、嗅覺、觸覺、味覺和聽覺。

1.視覺:

Gewürzhaus是一家精緻的體驗店,提醒我們走進的是歐洲的一家精品街店。藉著五顏六色的香料和草藥,以透明桶展示,引領了我們進入異國風情的體驗。透過良好的空間規劃,我們可以在商店內輕鬆的探索。Gewürzhaus的各種香料都是單獨存放在個別的透明桶中;桶上標明了四個主要信息:成分、產品起源、價格和使用說明。店內良好的品牌視覺,包裝設計,和醒目的商品陳列,在視覺上成功吸引了顧客的注意力。

2.嗅覺:

在我們進入商店之前,濃郁的香料香味使我們停下腳步,吸引我們想進入商店內四處探索的慾望。探索這家商店就像在中東的bazaar傳統市場一樣,我們可以打開每個香料桶的蓋子,舀出香料和香草藥,細聞它們的味道。通常好的香味是極具魅力的; 它能吸引顧客進店參觀,甚至使顧客在店內停留較長的時間。對於來自不同文化背景的顧客們,在店裏可探索各種不同的香味,並透過聞到香料、香草藥,來尋找童年記憶的片段,因為這讓我們想起祖父母或父母們在我們兒時所做的菜餚。

3.觸覺:

‘自助舀’的形式確實加強了購物體驗,並鼓勵顧客變得更加投入,更有渴望購買東西。透過與商品的互動體驗方式,創造了更多個人化的連結。並提供便利的自助秤重站服務,供顧客使用。顧客可以舀取他們想要的數量,並放入特別設計的包裝袋中。

4.味覺:

探索過程其中最棒的部分,就是我們可以試吃到用店內專賣的香料烹調好的食物。有時,店員也會為我們提供涼茶試飲。而在聖誕節前的一段期間,會奉上聖誕茶。在一些特殊的活動中,顧客會被邀請到Gewürzhaus所屬的烹飪學校,在那裡顧客可用店內專賣的香料,體驗烹製食物的樂趣。

5.聽覺:

在Gewürzhaus商店裡,我們常常聽到店員與顧客在討論關於如何烹飪“食物”的話題。譬如,香料如何與某些肉類食材融合? 如何混合烹調出正宗的泰國冬蔭功湯? 何種香料撒在蛋糕上才美味等等。顧客可以從旁聽店員回答其他顧客的談話中,留下好的印象與購物經驗。因此,我想當Gewürzhaus在招募新的零售銷售店員時,其任用標準應會是選擇喜愛烹飪和食品的應徵者。

當我們在探索Gewürzhaus實體店時,我們談到了顧客的觀感,以及他們如何回應周圍環境的關係。我們觀察並探討了人類的五種感官對商品和商店流通的反應行為。我們從中了解到,人們的情感是影嚮購物體驗的主要關鍵。

 

通過數位互動設計的客戶體驗:

每一次我在Gewürzhaus購物時,從他們獨特的包裝裡都會收到一張他們的名片。名片上有用代表其品牌形象的金色行銷文字。名片上有Gewurzhaus的官網,及可在Facebook、Instagram、和Twitter 找到品牌相關訊息。顧客可透過輸入#Gewürzhaus,在Gewürzhaus 的Facebook、Instagram平台上,分享他們在本週或週末的烹飪過程或成果照片。人人就因透過朋友的社交平台動態,發現了Gewürzhaus的相關信息,而事實證明這是一種成功的行銷方式。

Gewürzhaus官網的策略性設計與實物零售店中展示的實際產品是平行一致性的行銷。官網的策略是,不需在實體店仍可以透過網路為顧客提供更靈活的購物服務。當我們在網站上瀏覽時,可以找到有關各種草藥、香料、鹽、胡椒、和茶葉的詳細描述和歷史背景; 就好像親臨實體商店中探索一樣真實。該網站也設計有良好的視覺設計和瀏覽介面。然而,透過網路購物的顧客,無法實際的去體驗、嗅聞、或試吃產品;因此,大部分的網路訂購者,可能在購物時已預先知道商品,或者根據他們從網站上讀取的信息,而來決定購買。

為了加強顧客體驗,Gewürzhaus還提供了可在線預訂的烹飪課程。鑑於該店的設計靈感是來自世界各地、異國情調的傳統香料市場,烹飪班也根據世界各地不同的美食烹飪文化,設計出各類型的烹飪課程。另外,若顧客不能親自到烹飪班學習,可以使用該網站上所提供的各種食譜來自學烹飪。

 

以Gewürzhaus Herb & Spice Merchants作為案例研究,我們提到用戶體驗,這意味著透過網路社交媒體和實體零售商店的設計,可以看到透過顧客個人的情感、行為,與品牌的各種互動過程。現今成功的零售業者,不再只是關心要賣什麼商品,更多關係的是在於他們如何銷售。個性化就是零售業銷售的最新趨勢。在這種情況下,允許顧客自助拿取他們喜歡的各種香料,並混合在一起。或者透過視頻或網站上的食譜資訊自學烹飪,這些都是個性化趨勢的一部分。

Gewürzhaus Herb & Spice Merchants的香料店鋪,向我們展現了一個很棒的品牌策略範例,他們結合了良好的店內顧客服務、提供實體烹飪課程,和網路社交平台的互動體驗;這樣個性化的體驗,培養顧客一次又一次地回到他們的店購物。更重要的是,它給了消費者猶如置身在異國情調的香料市場上購物的感覺,並體驗自己烹飪異國風美食的滋味。我們不需要遠行到中東或南亞,但可以簡單地使用Gewürzhaus的香料,舒適的在家中廚房烹飪出美味的異國菜餚。

 

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https://www.indesignlive.com/projects/sydney-and-melbourne-spiced-up-with-new-gewurzhaus-stores

 

GewürzhausHerb & Spice Merchants’s official website: https://gewurzhaus.com.au/

 

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From branding to unbranding // Del branding al unbranding

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A unique spirit with different approaches 

Unbranding is a new communication strategy growing in a society that is going to the personalization and union of and with a brand.

Now a days the undemanding is wrongly interpreted as the absence of a brand and the lack of the logo’s stickers. In more technical words, the absence of a strategic order of the values ​​and visions that a company wishes to project.

It have nothing to with that! The unbranding is a disruptive, daring and a very strict discipline. 

Starting from scratch with this strategy is not an easy task, since this does not mean not having coherence when transmitting the strategic brand discourse, which includes values, storytelling, mission, vision, etc. Quite the opposite, they are qualities that must be very internalized. Some large companies can afford taking the risky twist in searching the evolution going hand by hand with this concept of unbranding, since they have built a solvent and mature strategy that allows them to build efficient messages for their users that ends in acts of loyalty and purchase.

Branding and unbranding share the same vision of discipline and understanding: its main objective is to generate links with people; although everyone opts for a different strategic approach. We live in a society where the big companies send us thousands of inputs with an overcoming and expositive intention, moving away more and more from the small individual that consumes them. Today’s society evolves towards not being a consumer of large companies that transmit cold messages far from our real needs and lives. Some of these companies assume that a user of a specific age and situation living in Barcelona will have the same need or desire that a person living thousand of kilometers away in a totally different city and context. This is a deeply rooted in the 20th century marketing concept. These big companies might adapt themselves to the demands of different markets, but, do they communicate it? The society of now does not understand markets, but users. In the end we are citysumers, we consume cities, and we are users of a lifestyle. People who share values ​​with others and establish relationships consequently. Make users feel part of the brand and even empower them with an apparent ownership relationship to make them become total ambassadors of the brand. The actor of a brand (the person who serves you) has to live and feel it in order to participate in it in a pro-active way and know how to communicate it to make you falling in love.

Give the opportunity to the context, the user and the ephemeral to shape the brand. Let the content define the brand at every moment. This could be a good starting point for the unbranding.

A good brand already allows us to evolve thanks to the cyclical branding methodology becoming adaptable and evolutive according to future projections and needs without seeing any limit in it. In the unbranding strategy, its norms and guidelines are replacing and creating new and different patterns without ever leaving the strict and rigid limits established as a total margin. It does not mean transmitting disorder, but fluidity and mutation. There is a delicate boundary between the lack of coherence of the brand strategy and the success of the unbranding.

Nike is a clear example of a great brand that has evolved little by little towards the projection strategy, focusing more and more on the creation of brand ambassadors and a large community of users with a current communication that tends to the unbending strategy. It is a brand that make out that now it is only a symbol, a typography and an attitude; the rest of the experience is up to you. Everything is at stake.

—-

Un único espíritu con enfoques diferentes

Unbranding es una nueva estrategia de comunicación emergente en una sociedad que evoluciona hacia la personalización y unión de y con una marca. 

A día de hoy, el unbranding se interpreta de manera errónea, como la ausencia de marca y no tener o no poner la pegatina del logo. En palabras más técnicas, la ausencia de un orden estratégico de los valores y visiones que desea proyectar una empresa.

¡Nada más lejos de la realidad! El unbranding es una disciplina disruptiva, atrevida y muy estricta. 

Iniciar de cero con esta estrategia no es tarea fácil, ya que esto no significa no tener coherencia al transmitir el discurso estratégico de marca, en el que se engloban valores, storytelling, misión, visión etc. Por el contrario, son cualidades que se deben tener muy interiorizadas. Algunas grandes  empresas/marcas pueden permitirse dar un arriesgado giro en busca de la evolución de la mano este concepto de unbranding, puesto que han construido una solvencia y madurez estratégica que les permite construir mensajes eficientes para sus usuarios que derivan en actos de fidelización y compra.

El branding y el unbranding comparten la misma visión de disciplina y comprensión: su principal objetivo es generar vínculos con personas; aunque cada una opta por un enfoque estratégico distinto. Vivimos en una sociedad donde las grandes compañías nos hacen llegar a modo de bombardeo miles de inputs con intencionalidad de superación y exposición alejándose cada vez más del pequeño individuo que la consume. Hoy en día la sociedad evoluciona hacia no querer ser consumidora de grandes empresas que nos transmiten mensajes fríos y alejados de nuestras necesidades y vidas reales. Algunas de estas empresas transmiten que un usuario en barcelona de una edad y una situación concretas va a tener la misma necesidad o deseo que una persona que está a miles de kilómetros en una ciudad y contexto totalmente diferente, concepto muy arraigado al marketing del s.XX, y seguro que estas grandes compañías se adaptan asumiendo diferencias entre los distintos mercados, pero ¿lo comunican? La sociedad no entiende de mercados, sino de usuarios. Al final somos citysumers, consumimos ciudades, y somos usuarios de un lifestyle. Personas que comparten valores con otras y consecuentemente, establecen relaciones. Hacer sentir a los usuarios que forman parte de la marca e incluso empoderarlos para que se conviertan en totales embajadores de la misma marca con una aparente relación de ownership de la empresa. El actor de una marca (la persona que te atiende) tiene que vivirla y sentirla suya para participar en ella de manera pro-activa y saber comunicarla para enamorar. 

Dar la oportunidad al contexto, al usuario y a lo efímero para darle forma a la marca. Dejar que el contenido defina la la marca en cada momento. Ésta podría ser una buena base de partida del unbranding.

Una buena marca ya nos permite evolucionarla basándonos en la metodología del cyclical branding haciendo que éste se adapte y evolucione según sus futuras proyecciones y necesidades sin ver algún límite en ello. En la estrategia del unbranding sus normas y guidelines van recolocándose y creando nuevos y distintos patrones sin salir nunca de unos estrictos y rígidos límites establecidos como margen total.  No significa transmitir desorden, sino fluidez y mutación. Hay un delicado límite entre la falta de coherencia de la estrategia de marca y el éxito del unbranding.

Nike es un claro claro ejemplo de una gran marca que ha evolucionado poco a poco hacia la estrategia de proyección centrándose cada vez más en la creación de embajadores de marca y una gran comunidad de usuarios con una comunicación actual que tiende al unbranding. Es una marca que da a entender que ahora solo es un símbolo, una tipografía y una actitud; el resto de la experiencia depende de ti. Todo está en juego. 

Origame, interaction in the space // Origame, interacción en el espacio

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Origame, interaction in the space

Simulating the folding technique from a basic form, “Origame” has been designed as a bench that allows generating different urban spaces from the arrangement and combination of its volumetric figures, which start from a single piece.

“Origame” is understood as a constant game through its modulation in the urban space. The citizen takes the leading role in its use, and decides on it; given its versatility and ability to interact.

The “Origame” project is a modular piece that interprets its context and space                  in a playful and interactive way, both with the citizen and with the project value offered to the urban designer.

The public space requires a constant interactivity between its elements and citizens, we have fostered this relationship with the design of the piece. For us as interdisciplinary designers, it has been a challenge to carry out this project that allows both citizens and designers to enjoy urban spaces, providing solutions to their needs.

“Origame” is a spatial game where the object structures new spaces, according to its disposition and thanks to the creative freedom of interpretation that it offers.

The public space in our Mediterranean culture is a space for reflection, interaction and relationship. The game is the best way to reflect these values ​​and “Origame” translates this vision.

 

Technical characteristics:

Measures: 222x45x45 cm.

Weight: 1120 kg.

Finish: Smooth / Strip.

Color: Gray Wet, Black wet.

Chamfer: 7 mm.

Placement: supported with regular screws.

Customization: taxed.

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Origame, interacción en el espacio

Simulando la técnica del plegado a partir de una forma básica, “Origame” se ha diseñado como un banco que permite generar diferentes espacios urbanos a partir de la disposición y combinación de sus figuras volumétricas, que parten de una única pieza.

“Origame” se entiende como un juego constante a través de su modulación en el espacio urbano. El ciudadano toma el protagonismo de su uso, y decide sobre él; dada su versatibilidad y capacidad de interacción.

El proyecto “Origame” es una pieza modular que interpreta su contexto y espacio de manera lúdica e interactiva, tanto con el ciudadano como con el valor proyectual que ofrece al diseñador urbano.

El espacio público requiere de una interactividad constante entre sus elementos y los ciudadanos, hemos fomentado dicha relación con el diseño de la pieza. Para nosotros como diseñadores interdisciplinares, ha sido un reto realizar este proyecto  que permite disfrutar tanto a los ciudadanos como a los diseñadores de espacios urbanos, aportando soluciones a sus necesidades.

“Origame” es un juego espacial donde el objeto estructura nuevos espacios, según su disposición y gracias a la libertad creativa de interpretación que ofrece.

El espacio público en nuestra cultura mediterranea es un espacio de reflexión, interacción y relación. El juego es la mejor manera de reflejar estos valores y “Origame” traslada esta visión.

 

Características técnicas:

Medidas: 222x45x45 cm.

Peso: 1120 Kg.

Acabado: Smooth/ Strip.

Color:Grey Wet, Black wet.

Chaflán: 7 mm.

Colocación: apoyado con tornillos regulares.

Personalización: gravado.

 

Torvehallerne, a mediterranean market in Denmark // Torvehallerne, un mercado mediterráneo en Dinamarca

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Since San Miguel Market in Madrid paved the way, there have been lots of places that have known how to transmit the mediterranean essence of a market: countless aromas, colors, and flavours in a exchange place not only of products and goods but also experiences.

And that is the way that Torvehallerne from Copenhagen shows itself to the world: a market with big aisles and neat stalls with a great offer of gourmet product, organic food from all around the world and natural cosmetics.

It is the biggest covered market from Copenhagen and it has 700sqm built in two parallel edifications made out of glass and steel that reminds us to the railway architecture of the industrial revolution of the mid-nineteenth century. In the middle of these buildings and close to some flowers, vegetables and take-away food stands we can find a place for gathering composed by tables and long benches, where we can share the food experience; which is another reference to the concept of sharing, turning a place of supply of goods to a meeting point.

In its origins, markets were hot spots for the supplying of perishable products, but due to the first industralization most of them lapsed into disuse because of the great competence of the labelled and packaged products. Nowadays we seek for the authentic and many supermarkets have broadened their fresh products offer by adding delightful traditional stalls.

Torvehallerne is a great example of these: display stands full of fresh and canned food, typical local products, gourmet and artisanal proposals, in the end a great diversity of stands and specializations that live together in harmony in a homogeneous scenary made out of natural materials, spot lighting and nordic furniture.

The warmth of natural wood –essential in Denmark- and a neat product placement show us the most sybarite side of this market. Every stall in the market is placed in a homogeneous and rhythmic pace under the same delicate communication plan. A real pleasure for the senses.

This is why covered markets are experiencing a good period being a showcase for local and global products where to admire, share, taste and buy, ultimately, where to live a very memorable culinary, tourism and leisure experience.

On one of our brandrid® 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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Desde que el Mercado de San Miguel en Madrid abrió la veda, han sido muchos los espacios que han sabido transmitir la esencia mediterránea de un mercado: un sinfín de olores, colores, sabores y aromas en un lugar de intercambio de productos y mercancías pero también de experiencias y vivencias.

Y así se muestra al mundo Torvehallerne de Copenhague, un mercado de grandes pasillos y pulcros puestos con una gran oferta de producto gourmet, cocina ecológica y del mundo y cosmética natural.

Es el mayor mercado cubierto de Copenhague y sus 700 metros cuadrados se reparten en dos edificaciones paralelas de hierro y vidrio de estilo ferroviario que nos recuerdan a la arquitectura de la revolución industrial de mediados del siglo XIX. En el centro de éstas y flanqueada por puestos de flores, verduras y comida take away, nos encontramos con una zona de bancos corridos donde poder disfrutar de su oferta gastronómica, otro guiño al concepto de compartir que potencia la conversión de lugar de abastecimiento a punto de encuentro.

Los mercados en su origen fueron puntos clave para el aprovisionamiento de productos agrícolas perecederos pero debido a la primera industrialización muchos de ellos cayeron en desuso por la gran competencia que supusieron los productos etiquetados y empaquetados. Hoy en día se busca la vuelta a lo auténtico y muchos supermercados ya han ampliado su oferta de frescos añadiendo puestos tradicionales que son un placer para la vista y el paladar.

En Torvehallerne no podía ser menos: vitrinas repletas de productos frescos y conservas, propuestas de alimentos típicos y aperitivos para todos los gustos, productos gourmet y artesanales, en definitiva, una gran diversidad de puestos y especializaciones que conviven en un marco homogéneo de materiales naturales, iluminación puntual y mobiliario nórdico.

La madera y su calidez -que no podían faltar- y la cuidada disposición del producto muestran el lado más sibarita de este mercado que con un ritmo homogéneo y acompasado nos va mostrando cada puesto bajo una estratégica y delicada comunicación. Un paraíso para los sentidos.

Es por esto que los grandes mercados cubiertos viven un buen momento convirtiéndose en escaparates de producto local y global donde compartir, ver, probar y comprar, en definitiva donde vivir una experiencia culinaria, de turismo y de ocio memorable.

En un retail tour de brandrid® 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

thecoffeecollective

https://coffeecollective.dk/the-coffee-collective-bars/torvehallerne/

ourwaytours

https://ourwaytours.com/?s=torvehallerne

combiwall

http://combiwall.com/portfolio-item/torvehallerne-kbh/

#brandcelonaallovertheworld

Shanghai, London, Lima, Sydney, Copenhaguen, Milano, Mexico, Taipei… brandcelona® travels beyond its borders and reaches every corner of the globe, where it is always warmly welcomed. Now, it is time for brandcelona® to thank its ambassadors for spreading its lifestyle all over the world. Today, more than ever, brandcelona® is an international design hub that promotes creativity outside its frontiers. London, Barcelona, Madrid, Sydney… What’s next? Help us to grow and broaden our horizons at #brandcelonaallovertheworld

Thanks to you all, brandcelona® has no limits.

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Shanghai, London, Lima, Sydney, Copenhaguen, Milano, Mexico, Taipei… brandcelona® traspasa fronteras y llega a rincones del mundo donde siempre recibe una cálida acogida. Ahora es momento de que brandcelona® agradezca a sus embajadores la difusión de su lifestyle por todo el mundo. Hoy, más que nunca, brandcelona® es un hub internacional de diseño que promueve la creatividad más allá de sus fronteras. Londres, Barcelona, Madrid, Sydney… ¿Qué sigue? Ayúdanos a crecer y a expandir nuestros horizontes en #brandcelonaallovertheworld

Gracias a todos vosotros brandcelona® no tiene límites.

Sensia. A sensorial multispace//Sensia. Un multiespacio sensorial

Proyecto sensia | Vera, Almeria

Sensia. A sensorial multispace.

It is a pleasure for brandrid®  to share one of our latest projects: Sensia, a multispace devoted to sensorial care placed in Vera, Almería.

Sensia was born with the idea of offering a differential and memorable experience to the user in terms of his visual and auditory care but also taking care of his style because nowadays lifestyle is where users spend more money and resources.

Sensia brand was created through the latin term “sensatio” with the purpose of enhancing the concept of sensation (the ability to feel or perceive something through the senses) so to focus on the sensorial experience of the user. We prioritized the ethereal aspects of the brand experience to get rid off the prominence that products used to have in the XXth century.

The brand´s traceability  allows us to spread out three different business units that work together under the same strategy: sensia sight, for the visual care monitoring through a series of test with the latest technical equipment; sensia sound to offer hearing solutions that improve the user´s quality of life; and sensia style to offer a selection of brands to highlight the individuality because, as Coco Chanel said, fashion is made to become unfashionable.

The general concept of the interior design is the use of fine and living-materials which  will be enriched over time. Pure volumes, attractive textures and tailor-made furniture define an avant-garde feisty space.

The choosen venue for this XXIst century hearing and optician store is a unique space with singular elements and highlighted materials such as white marble from Macael, African iroko wood and powder coated steel.

A great hanging stair crosses the space and generates a distinctive volumen which gave us the guiding thread to create the product exhibition where methodology and aesthetic are cohorent with the brand strategy.

Sensia´s know-how needed a space dramatization to boost the close attention encouraging humanistic aspects prior industrial ones. For that purpose we create two scenarious fostering this warm attention: a small living room where you can have a coffee while chating about your necessities and a big table that becomes the meeting point where to share and enjoy the sensorial experience.

Products are exposed around the perimeter creating a peculiar texture and giving each one of them a particular space  turning them into exclusive key products.

Moreover Sensia has its own wine brand because taste and smell also need a lot of attention. Two tipes of grapes harvest at one thousand meters high in the Alpujarra from Almeria will please the most demanding palates and enrich the shopping experience. Wine has always been an excellent product with a great historical and cultural wealth. Sensia with its wine “sentido.esencia.” wants to boost the local gastronomy and empower the proximity character.

Sensia merge well-being, style and pleasure in a same space. An example today of a business from tomorrow.

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Sensia. Un multiespacio sensorial.

Es un placer para brandrid® compartir uno de nuestros últimos proyectos: Sensia, un multiespacio dedicado al cuidado sensorial ubicado en Vera, Almería.

Sensia nace bajo la premisa de ofrecer una experiencia diferenciadora y memorable al usuario en relación al cuidado de su vista, de su oído y, no menos importarte, de su estilo.  Porque hoy en día el usuario donde invierte más tiempo y recursos es en estilo de vida.

La marca Sensia se genera a través de la locución latina “sensatio” con el propósito de destacar el concepto de sensación (entendido como la impresión que recibe un ser vivo al estimular sus órganos receptores) apelando así a la experiencia sensorial del usuario. Priorizamos aspectos etéreos que potencien la experiencia de marca para alejarnos de la dinámica de empoderamiento del producto del s.XX.

La trazabilidad de la marca nos permite desplegar tres unidades de negocio que trabajan de la mano bajo un mismo paraguas conceptual: sensia sight, para el seguimiento de la salud visual a través de la realización de pruebas de última tecnología; sensia sound, para ofrecer soluciones auditivas a medida que mejoran la calidad de vida del usuario; y sensia style, para ofrecer una selección de marcas que potencian la individualidad, porque como dijo Coco Chanel, la moda pasa de moda, pero el estilo jamás.

El uso de materiales nobles y vivos que van enriqueciéndose con el paso del tiempo es la tónica general de la traducción espacial y tangible de la marca. Volúmenes puros, texturas atrayentes y mobiliario a medida determinan un espacio arquitectónico de vanguardia y con carácter.

El local escogido para ubicar este centro óptico y auditivo del s.XXI es un espacio con personalidad propia, elementos singulares y materiales destacados como el mármol blanco de Macael, la madera de iroko africano y el acero lacado. Una gran escalera colgada atraviesa el local creando un volumen arquitectónico característico que nos otorga el hilo conductor para crear una exposición de producto única, donde método y estética son coherentes con la estrategia de marca.

El know-how de Sensia necesitaba una teatralización del espacio que impulsara la atención cercana priorizando los aspectos humanísticos sobre los industriales. Para ello se han generado dos escenarios que favorecieran el trato de tú a tú: un pequeño living room donde te ofrecen un café para empezar a charlar de tus necesidades y una gran mesa central de madera maciza que se convierte en el punto de encuentro donde compartir y disfrutar la experiencia sensorial. El producto se encuentra expuesto alrededor de esta mesa creando una textura diferenciadora en todo el perímetro del local, de este modo otorgamos a cada elemento expuesto su propio y detallado espacio consiguiendo así dignificarlo como elemento único y exclusivo.

Además, Sensia posee su propia marca de vinos, porque el gusto y el olfato también hay que cuidarlos. Dos tipos de uvas criadas a mil metros de altitud en la Alpujarra almeriense para el deleite de los paladares más exquisitos nos permiten enriquecer la experiencia de compra ofreciendo un producto de gran riqueza cultural e histórica con carácter de proximidad que incentiva la gastronomía local.

Sensia fusiona bienestar, estilo y placer en un mismo espacio. Un ejemplo hoy de un comercio del mañana.

Branding: the cornerstone of the 21st Century businesses development // Branding: piedra angular para el desarrollo de negocios del s.XXI

Once again this year Ana Lobo and Berta Teixidó have had the pleassure of carrying out the Workshop: “Branding: the cornerstone of the 21st Century businesses development” at the Istituto Europeo di Design in Madrid.

The 3-day training that brandrid® team taught consisted on a grupal Workshop and a Retail Tour through the streets of Madrid where the students were able to understand and feel first-hand every successful branding experience so then they could apply it to their personal projects through the cyclical branding® methodology.

This sessions were focused to let the students know and develope a cyclical, evolutionary and interdisciplinary mindset for the 21st Century corporate and business culture.

We would like to thank once more IED Madrid for giving us the opportunity to show what branding is and how this methodology can generate a constant corporate evolution to future professionals of design and tomorrow’s entrepreneurs.

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Otro año más hemos tenido el placer de realizar de la mano de Ana Lobo y Berta Teixidó el Workshop “Branding: piedra angular para el desarrollo de negocios del s.XXI” en el Istituto Europeo di Design de Madrid.

La formación que el equipo de brandrid® impartió duró tres días y estaba compuesta por un Workshop grupal y un Retail Tour por las calles de Madrid donde los alumnos pudieron entender y sentir de primera mano experiencias de branding exitosas para luego proceder con casos prácticos donde la metodología cyclical branding® marcó las fases evolutivas de todos los proyectos. Las sesiones estaban enfocadas para que los estudiantes, cerca de 20 participantes de diferentes backgrounds, pudieran conocer y desarrollar la mentalidad cíclica, evolutiva e interdisciplinar de la cultura empresarial del s.XXI.

Queremos de nuevo agradecer a IED Madrid por darnos la oportunidad de mostrar a futuros profesionales del diseño y empresarios qué es el branding y cómo esta metodología puede generar una evolución empresarial constante.