Archivo de la categoría: collaborators

brandrid and brandcelona. Two cities, one single concept //brandrid y brandcelona. Dos ciudades, un mismo concepto

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Back in 2006 brandcelona was born with a clear vision: provide fresh and innovative experiences to companies through an actitudinal and groundbreaking vision of design. And after ten years of perseverance and discipline, enriching experiences, moments that have tested our courage and passion and clients that have awarded us with their trust, in 2016 brandrid was born with the aim of giving response to the increasing demand for driving innovation in Madrid´s companies.

We are a consultancy and design firm especialized in strategy and brands traceability, we master a universal methodology and we believe in cities as creation hub so as good citysumers ¡we showed up here!

And Madrid, as always, open, hospitable and friendly, adopted these team of designers and allowed us to develope our own, registered and evolutive methodology –Cyclical Branding- with a local approach and a global thinking so we can transform businesses from a cross-cutting visión of branding and offer memorable and succesful brand experiences.

Just like the gears bring the clock hands to life, the Cyclical Branding methodology comes alive with a multicultural work team with a wide range of backgrounds that converge in a cross-disciplinary vision for the world of strategic business. At brandrid we are passionately logical and we live this Castilian city with a designer attitude applying all the knowledge and know-how that brandcelona started a decade ago.

Our experiences determine our personal brand, both at brandrid and at brandcelona we believe in revolutionary ideas and also the creativity as a consequence of curiosity. We don’t settle only for discovering, we also interpret, inspire and design a vision of the future in which we know that new generations would like to live more and better experiences.

brandrid, passionately logical.

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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Allá por 2006 brandcelona se gestó con una visión clara: brindar experiencias frescas e innovadoras a las empresas a través de una visión actitudinal y rompedora de diseño. Y tras diez años de constancia y disciplina, vivencias enriquecedoras, momentos que han puesto a prueba nuestra pasión y coraje, y clientes que nos han brindado su confianza, en 2016 nace brandrid con la intención de dar respuesta a una creciente demanda de impulso de la innovación en las empresas que nos llegaba desde Madrid.

Somos una firma de diseño y consultoría especializada en estrategia y trazabilidad de marcas, dominamos una metodología universal y creemos en las ciudades como centros de creación así que como buenos citysumers, ¡aquí nos plantamos!

Madrid, como siempre, abierta, hospitalaria y simpática acogió a este equipo de diseñadores y nos permitió desarrollar, con un enfoque local y un pensamiento global, nuestra metodología evolutiva, propia y registrada -Cyclical Branding-y poder así transformar negocios desde una visión transversal de branding y ofrecer experiencias de marca memorables y exitosas.

Así como los diferentes engranajes dan vida a las agujas del reloj el branding cíclico cobra vida con un equipo de trabajo multicultural con diversidad de backgrounds que convergen en una visión transversal del mundo del diseño estratégico de negocios. En brandrid somos apasionadamente lógicos y vivimos esta ciudad castiza con actitud de diseñador implementando los criterios y conocimientos que brandcelona hace una década inició.

Nuestras experiencias determinan nuestra marca personal, tanto en brandrid como en brandcelona, creemos en las ideas revolucionarias y en la creatividad como consecuencia de la curiosidad y no nos conformamos sólo con descubrir, también interpretamos, inspiramos y diseñamos una visión para el futuro donde sabemos que las nuevas generaciones quieren vivir más y mejores experiencias.

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Digital brands // Marcas digitales

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The technology is immersed in our lives a little more than 60 years, we live with it daily and without realizing we have lived its exponential evolution in our society, and today, the digital environments are a new channel from which we can communicate messages quickly and effectively.

The brands and the universe that conforms them has been characterized by adapting to the continuous technological changes, the first advertising spot in the United States, – advertising influence-date of the year 1941, a 10-second advertisement that would mark the beginning of a technological trend with the objective of being part of a new communication channel of massive diffusion. Today, with the development of a new and immensely advanced technology, we are seeing the same messages that are being migrated to new entertainment platforms such as Netflix or any development that allows access to the same service that has been available for more than 60 years. The change is inevitable, the question is How do you want to live it?

Brandcelona digital is our ​​technological development area for brands; from our laboratory of innovation and strategic leadership, we look for the way of creating strategic bridges between two hemispheres of communication. Our strategic perspective is clear, the analog or offline world, together with the digital or online world that are not competition and one does not overlap the other, on the contrary, they become two halves that complement each other to generate new experiences that are adaptes to the new vision of the market. We do not understand digital development only by designing web pages, in brandcelona digital we design, think and manage digital experiences in coherent communication channels that are bound to the strategic development of a brand, and therefore, do not understand or limit digital resources as a tool only to use in a computer, but for us the digital world is a new scenary that allows us to communicate messages in a more interactive and dynamic ways, offering the possibility of granting movement, speed, efficiency and innovation to each concept that we want to expose differently in a site or channel.

The impersonality that transmits the digital environment is not inevitable, it is simply optional and it is the duty of each brand to break this barrier to understand the digital transformation.

In digital brandcelona we try to find innovatives and disruptives ways for brands that want to hug the XXI century technology in an agile and effective way in order to follow a coherent brand conductive thread. If you want to discover the way of your brand in the XXI century, write to manager@brandcelona.com and book a personal consultory with the team.  

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La tecnología lleva inmersa en nuestras vidas un poco más
de 60 años, convivimos con ella a diario y sin darnos cuenta hemos vivido su evolución exponencial en nuestra sociedad, hoy por hoy, los entornos digitales son un nuevo canal desde el cual podemos comunicar mensajes de manera rápida y e caz.

Las marcas y el universo que las conforman se han caracterizado por adaptarse a los continuos cambios tecnológicos, el primer spot publicitario en Estados Unidos, -foco de in uencia de la publicidad-data del año 1941, un anuncio de 10 segundos que marcaría el inicio de una tendencia tecnológica con el objetivo de acoplarse dentro de un nuevo canal de comunicación de difusión masiva. A día de hoy, con un desarrollo de nuevas tecnologías inmensamente avanzadas, estos mismos mensajes los estamos viendo migrar
a nuevas plataformas de entretenimiento como Net ix o cualquier desarrollo que permita acceder al mismo servicio que hace más de 60 años. El cambio es inevitable, la pregunta es ¿Cómo quieres vivirlo?

Brandcelona digital es nuestra área de desarrollo tecnológico para marcas; desde nuestro laboratorio de innovación y liderazgo estratégico, buscamos la manera de establecer puentes estratégicos entre dos hemisferios de comunicación. Nuestra perspectiva estratégica es clara, el mundo analógico u o -line, junto al mudo digital u on-line no son competencia y uno no solapa al otro, por el contrario, se convierten en dos mitades que se complementan para
 generar nuevas experiencias que se adapten a la nueva
 visión del mercado. No entendemos el desarrollo digital solo diseñando páginas webs, en brandcelona digital diseñamos, pensamos y gestionamos experiencias digitales en canales de comunicación coherentes que se ciñan al desarrollo estratégico de una marca, y por ende, no entendemos ni limitamos los recursos digitales como una herramienta para usar en un ordenador simplemente, para nosotros el mundo digital es un nuevo escenario que permite comunicar mensajes de manera más interactiva y dinámica, ofreciendo la posibilidad de otorgar movimiento, rapidez, eficacia e innovación a cada concepto que se quiere exponer de manera diferente en un sitio o canal determinado.

La impersonalidad que trasmite el entorno digital no es inevitable, simplemente es opcional y es deber de cada marca romper esta barrera para entender la transformación digital.

En brandcelona digital buscamos encontrar salidas innovadoras y disruptivas para marcas que quieran abrazar la tecnología en el s. XXI de una manera ágil y efectiva, de tal manera de seguir un hilo conductor de marca coherente. Si quieres conocer el camino de tu marca en el s. XXI, escribe a manager@brandcelona.com y reserva una consultoría personalizada con nuestro equipo.

 

ETNIA Barcelona, another point of view // ETNIA Barcelona, otro punto de vista

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Source//Fuente: http://bcncoolhunter.com/2017/05/etnia-barcelona-tienda-de-gafas-en-el-born/

Source//Fuente: https://www.etniabarcelona.com/es/the-brand/

Source//Fuente: http://www.dolcecity.com/barcelona/2017/04/etnia-barcelona-abre-una-espectacular-flagship-store-en-el-born-de-barcelona.asp

Source//Fuente: http://www.dolcecity.com/barcelona/2017/04/etnia-barcelona-abre-una-espectacular-flagship-store-en-el-born-de-barcelona.asp

It was not something new for him when David Pellicer created in 2001 the brand Etnia Barcelona; he is the third generation that lives from the optical market in a family that has been involved for 70 years in it. The features that compose its essence are Barcelona itself, the colors, the art as a fundamental part of culture, the ethnic group’s blend, the quality and the experience of a family tradition.

To Etnia Barcelona the colors and the materials are something vital; regarding the colors, only the Paris-Tokio glasses collection created in 2012 had more than 138 color references. Besides, they make their own ones with natural acetates produced in Italy and in collaboration with the same Apple’s providers. As for the materials with which they work, they are not the common ones; their lenses are made with some minerals that are called ‘rare elements’ (Neodymium, Praseodymium and Erbium, for the curious ones), which are obtained from Germany, and the frames are made of a cotton’s resulting material, giving an exceptional quality to their glasses.

ART AS A FUNDAMENTAL PART OF CULTURE

Etnia Barcelona has carried out collaborations with four good reputed artists: Nobuyoshi Araki (2012), Yves Klein (2013) using its patented blue and who’s collection it is now sold out, Steve McCurry (2014) and Jean-Michel Basquiat (2016), all of them from disparate places and united by a common city, Barcelona. However, they do not want to reflect their interest in art just in the collaborations but also leaving proofs of it in the shop with books and photographies, and with posts in the social media.

Following this line, Etnia Barcelona has consecrated itself as an international and multiethnic brand, what we can clearly see for example in the campaign done with Steve McCurry (a National’s Geographic photographer) in 2014 called ‘Wild Love in Africa’ with which they spend 10 days in the African Savannah.

WHERE TO OPEN THE FIRST FLAGSHIP STORE?

15 years after Etnia Barcelona was born, Etnia Barcelona has opened its first flagship store in the heart of Barcelona with the help from the interiors decorator Lázaro Rosa-Violán. The inspiring and historical streets of the city have given place to the creation of a permanent collection, with a Mediterranean look and an appearance from Barcelona. It is a 7 floor modernist building from the 19th century where the client has access to the first couple grounds, which are the selling points. They both can be distinguished from each other by the type of selling; the idea of the second one is different from the first one because it focuses into a more calmed selling since it is destined to the optical store and it requires a more special and sensible touch, where the client can stay from 5 minutes to 2 hours as it contains sofas to relax, books to glance through and lots of glasses from which to choose. Showrooms, workshops, meeting rooms, etc… compose the next four flours and the last one is a big beautiful terrace with views. The design and strategy of this four last grounds do not turn their back on the brand’s essence, understanding that the brand’s experience is not just transmitted to the client but also, with the same importance, to the internal working team.

Their two permanent collections are: the one that is dedicated to the flagship store, with a Mediterranean air and which glasses are named after inspirational or historic streets of Barcelona and the ‘Vintage Collection which is the ‘classical’ one.

BRAND’S ACTORS

 At Etnia Barcelona the tradition comes from decades; this is reflected in the expertise of the brand when it comes to working. The relationship with the workers is horizontal and according to their own opinion it is quite familiar. Maybe for this reason the people who work in the selling point are also ambassadors of the brand itself, who transmit positive feelings and illusion around it and its values. The attention lies at the same level as the surrounding and the product, always with a nice smile and with great knowledge of all the aspects and objectives of the brand. Etnia Barcelona gives a lot of importance to the actor’s figure, providing them continuous optical and technical training with constant communication and contact with the creative and directive teams. They are transmitted in every moment that their presence, dialogue and advice summed to the good environment and scenery are the first interaction one has with the brand.

COMMUNICATION IN RETAIL

Their communication strategy does not take into account the massive advertising; they focus into the social media and their users are the ones who unintentionally represent them. This year they have launched a new campaign in the social networks and in the flagship store called #BeAnartist with which they have developed a manifest and a trangressive and liberal Decalogue to generate a community with anyone wanting to join it. Therefore, they have inspired themselves with films, people and characters, atmospheres, etc…putting themselves on the map as a distinct and non-conformist brand.

At Etnia Barcelona the experience is circular; everything makes sense: the style, the materials, the manners, the shop, the communication, their little publicity and their silent prices. Their details are very well treated: they answer in an accurate way to a strict and clear strategy that will not leave you with a nasty taste in your mouth. For example, the glasses will not come alone but with all their obligatory accessories: they will give you their catalogue/book/magazine ‘Anatomy of a Brand’ and also pretty hangers to carry easily your glasses.

All that are little peripheral evidences that give sense and form to a 360º experience that your brain will be able to remember. The Etnia Barcelona Foundation, with which they supply lots of families so that they can have a better life and with which they have collaborated with the Fundación Barraquer and are carrying out the ‘Te miramos a los ojos’ campaign, make Etnia Barcelona a unique optical store for its values and brand concept.

In conclusion, Etnia Barcelona has continued with a family tradition, always accompanied by important innovation efforts, gaining as a result in product and service quality as the principal objective, to sell a lifestyle and philosophy without falling into a whole life’s monotony.

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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A David Pellicer la confección de gafas no le venía de nuevo cuando en 2001 creó la marca Etnia Barcelona tras una tradición de tres generaciones dedicadas al mundo de la óptica. Sus rasgos característicos son Barcelona, el color, el arte como parte fundamental de la cultura, la mezcla de etnias, la calidad y la experiencia de una tradición familiar.

 Para Etnia Barcelona los colores y los materiales son algo primordial; en cuanto a los primeros, tan solo la colección de gafas París-Tokio creada en 2012 ya contó con más de 138 referencias de colores. Además, ellos mismos crean los suyos propios usando acetatos naturales producidos en Italia y trabajando con los mismos proveedores que Apple. Con respecto a los materiales, aquellos con los que trabajan no son los comunes; sus lentes están hechas de unos minerales llamados ‘elementos raros’ (Neodymium, Praseodymium y Erbium para los más curiosos) que obtienen de Alemania y sus monturas están hechas de un material que proviene del algodón, dándoles a sus gafas una calidad excepcional.

 EL ARTE COMO PARTE FUNDAMENTAL DE LA CULTURA

Etnia Barcelona ha realizado colaboraciones con cuatro artistas de renombre: Nobuyoshi Araki (2012), Yves Klein (2013), usando su azul patentado y cuya colección ya está agotada, Steve McCurry (2014) y Jean-Michel Basquiat (2016), todos de lugares y culturas dispares unidos por una ciudad común, Barcelona. Pero no solo quieren reflejar su interés por el arte a través de las colaboraciones con artistas; también les gusta inspirarse en ellos o en sus obras, dejando luego constancia de ello en la tienda con libros y fotos, y fotografías en las redes sociales.

Siguiendo esta línea, Etnia Barcelona se ha consagrado como una marca internacional y multiétnica, lo que vemos claramente, entre otros, en la campaña que crearon con Steve McCurry (fotógrafo de la National Geographic) en 2014 llamada ‘Wild Love in Africa’ con la que pasaron 10 días en la sabana africana.

 ¿DÓNDE ABRIR LA PRIMERA FLAGSHIP STORE DE LA MARCA?

 A los 15 años de la creación de la marca, Etnia Barcelona ha abierto su primera flagship store en el corazón de Barcelona con la ayuda del interiorista Lázaro Rosa-Violán. Las calles inspiradoras e históricas de la ciudad condal han dado lugar a la creación de una colección permanente, con un aire mediterráneo y barcelonés. Se trata de un edificio de 7 plantas modernista del S.XIX donde el cliente tiene acceso a las dos primeras como puntos de venta. Éstas se diferencian por el tipo de venta; la idea de la segunda es distinta a la primera porque es para una venta más tranquila dado que está dedicada a la óptica y ésta requiere un trato más especial y sensible, donde el cliente puede estarse tanto 5 minutos como 2 horas, pues tiene sofás para relajarse, libros para hojear y un montón de gafas entre las que escoger. Las cuatro siguientes están compuestas por showrooms, talleres, oficinas para reuniones internas y externas, etc… y la última es una preciosa terraza-mirador. El diseño y estrategia de éstas cuatro últimas no deja atrás la esencia de la marca, entendiendo que no solo se transmite experiencia de marca al cliente, sino también, y con la misma importancia, al equipo interno de trabajo.

Tienen dos colecciones permanentes: la que dedicaron a la flagship store, con un aire mediterráneo y cuyas gafas están nombradas según calles inspiradoras o históricas de la ciudad condal, y la ‘Vintage collection’ que es la más ‘clásica’ de todas las que tienen.

 LOS ACTORES DE LA MARCA

 En Etnia Barcelona la tradición viene de décadas atrás, reflejándose en la experiencia que tiene la casa a la hora de trabajar. El trato con los trabajadores es horizontal y según ellos mismos la relación con la empresa es bastante familiar. Tal vez por este motivo, las personas que trabajan en el punto de venta son embajadores de la propia marca, que consiguen transmitir sentimientos positivos e ilusión entorno a la marca y sus valores. La atención está a la altura del entorno y producto, siempre con una sonrisa agradable con un buen conocimiento de todos los aspectos y objetivos de la marca. Etnia Barcelona da mucha importancia a la figura del actor, proporcionándoles una formación continuada, tanto óptica como técnica, en constante comunicación y contacto con el equipo creativo y directivo. Además, les transmiten en todo momento que la primera interacción que uno tiene de la marca es su presencia, diálogo y consejo acompañado de un muy buen entorno y escenario.

 LA COMUNICACIÓN EN RETAIL

 Su estrategia de comunicación no contempla la publicidad masiva, se centran en las redes sociales y son sus propios usuarios los que les representan. Este año ha sacado una campaña en las redes sociales y presencialmente en la flagship store, llamada #BeAnartist con la que han desarrollado un manifiesto y un decálogo de carácter transgresor y liberal para generar una comunidad con todo aquel que quiera unirse a ella. Para ello se han inspirado en películas, personas y personajes, ambientes, etc… dándose a conocer como una marca distinta e inconformista.

 En Etnia Barcelona la experiencia es redonda, todo tiene un sentido; el estilo, los materiales, el trato, la tienda, su comunicación, su poca publicidad y sus callados precios. Sus detalles están muy bien cuidados, responden de manera cuidada a una estricta y clara estrategia que no te dejará con mal sabor de boca. Por ejemplo, las gafas no te las llevarás solas; vendrán con todos sus acompañamientos reglamentarios y te obsequiarán con su ‘Anatomy of a Brand’ y unos bonitos hangers para llevar tus gafas cómodamente colgadas. Estas son pequeñas evidencias periféricas que dan sentido y forma a una experiencia 360º. Su diferenciación es tan remarcable que harán de la compra o no compra una experiencia que tu cerebro será capaz de recordar. La fundación Etnia Barcelona Foundation, con la que abastecen a familias para que todos puedan tener una calidad de vida mejor, con la que han colaborado con la Fundació Barraquer y con la que están realizando la campaña ‘Te miramos a los ojos’, hacen de Etnia Barcelona una óptica única en sus valores y concepto de marca.

 En conclusión, Etnia Barcelona ha continuado la tradición de una familia, siempre acompañada de importantes esfuerzos en innovación, ganando así en experiencia de producto como objetivo principal para vender estilo de vida y filosofía sin caer en la monotonía de toda una vida.

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.

Living brandcelona® // Viviendo brandcelona®

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BDCN_Ana_Mesa-08

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 Ana Mesa, architect and designer for commercial spaces.

When you find yourself with the unique opportunity of living in such an endless city as Barcelona, you say to yourself the obvious thing, “ I have to enjoy, learn and take advantage of every second I live here” But I think you don’t really understand and interiorize this thought until you truly realize what it means to be here as a traveler, designer, architect, creator, passionate, creative, photographer etc. You have a purpose and it needs to be done.

You are here to “inspire your vision”, and to “inspire others vision”, of course, you must take but also give, and the only way to do that is by understanding the world as a boundless place, that allows us to interact with every culture, place, and person in it (Are you aware of this? Did you know that you are only 5 persons away from any other person in the world?) Out of 7.400 millions of habitants you could reach who ever you want to, if you truly do.

But what’s the point of this? When I started working in brandcelona, Marc Guitart, the CEO, told me a few times I was lucky to be American, because of the service culture we have there, and I thought, well you are lucky to be European, don’t get me wrong, I’m Colombian, and I think few people love their country as much as I love mine, but what would be perfect is to be able to merge this idea of product- Service and turn them into experiences where people no longer even think of the product but unwarily they just think how they sell it, where they sell it, why they sell it, what do they perceive, what are the sensations and lifestyle they get out of it, how do they live it… And I Believe this is what brandcelona encourages brands and people to do.

In almost a bit of a “maniac way” brandcelona reaches the perfection of communication from the company to the costumers, through a specific thread that connects each and every part of a brand, starting with the concept and accompanying them through the entire process, in a way that a smell, a color, a shape, a space, a light, everything gets to be related in the only way it can be, in order to produce business strategies that sell and create experiences.

One of my duties here was to create some kind of brochures explaining what brandcelona is, in order to transmit that in an easy and correct way to a client. Well starting with me I realized that, there are many myths about this subject, but the first important thing I understood, is branding and especially brandcelona “is way much more than creating logos”

As an architect, some people don’t truly understand my relation with branding, and what I believe instead is that branding is one of the few branches that allows us to integrate all the areas that as creators we are interested in, graphic design, photography, interior design, architecture, industrial design, and communication, etc, because exactly as brandcelona’s team says, “We are not designers, we are visual communicators” And this is the goal, to be able to relate and select the best of what each area provides us, in order to transmit ideas and concepts in a visual way and using design as the main tool.

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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 Ana Mesa, arquitecta y diseñadora de espacios comerciales.

Cuando te encuentras con la oportunidad única de vivir en una ciudad tan infinita e increíble como Barcelona, lo primero que se viene a tu mente, es la frase obvia de: “Tengo que disfrutar, aprender y aprovechar cada momento de mi experiencia aquí” pero creo que realmente no alcanzas a entender ni interiorizar esta idea hasta que verdaderamente haces un análisis de lo que significa estar aquí como viajero, diseñador, arquitecto, creador, apasionado, creativo, fotógrafo o quien sea. Siempre tienes un propósito aquí y debe ser cumplido.

Estas acá para “inspirar tu visión” y para “inspirar la visión de otros”, claro, hay que recibir y dar, y la única manera de lograr esto es entendiendo el mundo como un lugar sin fronteras, que nos permite interactuar con cada cultura, lugar y persona en el (¿Sabías esto? Estamos a 5 personas de cualquier otra persona en el mundo) de 7.400 millones de habitantes, podrías contactar y llegar a la persona que quieras si realmente lo quieres.

¿Pero cuál es el sentido de todo esto? Cuando me incorporé al equipo de trabajo, Marc Guitart, CEO de brandcelona, me dijo varias veces lo afortunada que era de ser americana, por la cultura del servicio que tenemos allí, y yo pensaba, pues tú eres el afortunado al ser europeo; no me malinterpreten, soy colombiana, y creo que poca gente quiere tanto a su país como yo al mío, pero lo que quisiera rescatar de esto es que lo perfecto sería integrar la idea de producto-servicio y convertir esto en experiencias únicas, donde las personas dejen de pensar en el producto como tal, y simplemente hagan un análisis de que saber cómo se vende, donde se vende, por qué se vende, qué sienten, qué perciben y cuáles son las sensaciones y el estilo de vida que pueden rescatar de ello es lo que da valor a las cosas.

Y creo que a esto se refieren cuando dicen que quieren inspirar la visión de las personas, ya que promueven e invitan a la gente y a las marcas a establecer procesos de cambio.

En una manera casi “maniática” brandcelona llega a un nivel de perfección en la comunicación de la identidad determinada de una empresa hacia sus clientes, a través de un hilo conductor específico que conecta todas y cada una de las partes de una marca, empezando con un concepto y acompañándolos a lo largo de todo un proceso, entendiendo que un olor, un color, una forma, un espacio, su iluminación, entre otras, todo está relacionado en la única manera que debe estar, para poder producir estrategias de negocios que vendan y creen experiencias.

Una de mis labores acá, fue crear un brochure explicando lo que brandcelona es, para poder transmitir y comunicar esto de una manera correcta a cada cliente. Bueno, empezando por mí, me di cuenta de que hay muchos mitos con relación a este tema, pero la primera idea que entendí es que el branding, y especialmente brandcelona, “se trata de mucho más que hacer logos”.

Como arquitecta, alguna gente no entiende mi relación con el branding, y lo que creo yo en cambio es que el branding es uno de los pocos campos en los que se logran integrar todas las áreas que como creadores y creativos nos interesan, como el diseño gráfico, el diseño de interiores, la fotografía, la arquitectura, el diseño industrial y la comunicación, porque como dicen en el equipo de brandcelona “No somos diseñadores, somos comunicadores visuales”. Y esta es la meta, poder relacionar y seleccionar lo mejor de cada una de estas áreas, para poder transmitir ideas y conceptos visualmente usando el diseño como herramienta principal.

Hey India! // नमस्ते इंडिया!

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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 Preityjain, designer for commercial spaces.

INDIA, a country where nothing can be forgotten nor overlooked, a home for more than 1.25 billion people. Needs or wants are the grounds of today’s market that has to be not just fulfilled but also has to satisfy the people s greed. The Indian market has shown quite a big change to fulfill the need of people in various different ways over the decade. With its online shopping rising from 35% according to the Associated Chambers of Commerce and Industry of India and the importance of brands racing up, India has been largely studied by its positive growth relating to the product and its preference. With millions of products and variety to choose, what is that one aspect that makes a consumer to pick a product from the wide variety of buffet that is displayed in the retail or commercial outlet? India could be called a cocktail which consists of a variety of different mixes that makes India what it is. Why a cocktail?

Because each mix that is poured is unique and cannot be replaced. Likewise, each state in India has its own delicacy and culture which cannot be replaced or compensated for. The question comes then, what is the ground that a product should hold that is acceptable for all the 28 mixes, that can be served to all the social, demographical, cultural, technological, economic, political and the geographical necessities of India? The product that attracts a consumer, creates interest, urges desire, creates confirmation to pay and also being loyalty and satisfaction to the product. Branding which had to go through a peer pressure of something like BRAIN-DING that includes mythologies and strategies.

A brand is a story in itself, that is being unwound. If the product does not impose a strong identity-brand, then the product is just another commodity, which can be replaced with another one sooner than it is known by the consumer.

A brand makes a product not just a preference to buy but also gives and takes loyalty from consumers and to the consumer. Consumers are the ones who make the brands come alive. A multi-cultural and diverse country like India is a battle arena for products. For example, one of the famous brands in India, Amul-The taste of India, has a remarkable brand journey -through the eyes of prominent users and strategy. The brand not being too descriptive about the butter (the product) is the youth becoming more central in the national discourse, concerns over women’s safety – and traces how the lovable little girl in polka dots has kept pace with all of that and stands stronger than before. Connecting between an emotional backdrop and the brand brings advantages to the brand. Another very diverse and incredible brand that has a remarkable journey that changed the story of millions of common people in India serving their needs through tourism is Incredible India. Featuring incredible idea transformed one of the oldest cultures in the world into a vivacious, rich, colourful, international tourist hotspot, narrative local craftsman, artist to reveal their art and letting them be the brand ambassador of their state has let an emotional attachment to the brand. Co-Branding with iconic Indian economical and brands and campaigns aimed for uplifting India like Swachh Bharat (clean India) and Make in India – has made an excellent brand story and connected with people. Positioning India as an incredible world-class tourist destination by highlighting her many moods: exotic, spiritual, wild, beautiful, and colourful. This strategy was successfully executed as it is evident right from the exclamation mark after Incredible India to the brilliant ads that intrigue and illuminate. Every place tells its own fascinating story, leaving the tourist with one dominant feeling: the feeling of having visited an incredible country. A brand that carries both national security as well as how the nation is developing. A brand and a campaign that gathered the disparate cultures of 28 states, 7 union territories, distilled the essence to showcase to the world a single big brand called Incredible India.

The foundation of any brand is to be differentiated and to make an emotional connection with the customer, which is very important in any market. A successful brand’s strategy will show how it stands out, increases awareness of the brand, creates customer loyalty and power profits. Brands in any concept of shopping, retail, consumer derived products or any product that is displayed in the shop or commercial does not behave like commodities, they behave as stories that relate to the consumer and as a name that has its own value and ethics. Incredible India did not only fashioned how India looked but also increased the foreign exchange earnings and India became the darling of global tourist magazines. The importance of any brand is to emphasize on the values and the ethics that it claims to hold.

Brain-ding a therapy of giving an identity and place in the market narrating stories and value. Together with all the aspects branding includes the name, leitmotiv, logo, online services, approach, and lots of other knowledgeable actions like a puzzle that are put together with various strategies, mythologies and perceptions.

Preityjain

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भारत एक ऐसा देश है जहां कुछ भी नहीं भूल न ही अनदेखा किया जा सकता, अधिक से अधिक 1.25 अरब लोगों के लिए एक घर। जरूरत है या करना चाहता है, कि आज के बाजार के आधार सिर्फ पूरा नहीं किया जा सकता है लेकिन यह भी लोगों को लालच को पूरा करने के लिए है कि कर रहे हैं। भारतीय बाजार काफी बड़ा परिवर्तन दिखाया गया है एक दशक में विभिन्न विभिन्न तरीकों से लोगों की जरूरत को पूरा करने के लिए। अपनी ऑनलाइन शॉपिंग के वाणिज्य एसोसिएटेड चैंबर्स और भारत के उद्योग और ऊपर से दौड़ ब्रांडों के महत्व के अनुसार 35% से बढ़ रहे हैं, भारत की गई मोटे तौर पर इसके सकारात्मक उत्पाद और अपनी पसंद के संबंध में वृद्धि से अध्ययन किया गया है। उत्पादों और क्या है कि एक पहलू यह है कि एक उपभोक्ता बनाता बुफे की व्यापक विविधता है कि खुदरा या वाणिज्यिक दुकान में प्रदर्शित किया जाता है से एक उत्पाद लेने के लिए चयन के लिए विभिन्न प्रकार के लाखों लोगों के साथ? भारत एक कॉकटेल यह क्या है भारत में आता है कि विभिन्न घोला जा सकता है की एक किस्म के होते हैं जो कहा जा सकता है। क्यों एक कॉकटेल?

क्योंकि प्रत्येक मिश्रण है कि डाल दिया है अद्वितीय है और बदला नहीं जा सकता। इसी तरह, भारत में हर राज्य की अपनी विनम्रता और संस्कृति है जो बदला नहीं जा सकता या के लिए मुआवजा दिया है। सवाल तो आता है, जमीन है कि एक उत्पाद धारण करना चाहिए कि सभी 28 घोला जा सकता है, कि भारत के सभी सामाजिक जनसांख्यिकीय, सांस्कृतिक, तकनीकी, आर्थिक, राजनीतिक और भौगोलिक आवश्यकताओं को परोसा जा सकता है के लिए स्वीकार्य है क्या? उत्पाद है कि एक उपभोक्ता को आकर्षित करती है ब्याज बनाता है, इच्छा का आग्रह, भुगतान करने के लिए पुष्टि बनाता है और यह भी वफादार और उत्पाद को संतुष्ट किया जा रहा है। ब्रांडिंग जो मस्तिष्क डिंग की तरह कुछ है कि पौराणिक कथाओं और रणनीतियों शामिल की एक साथियों के दबाव के माध्यम से जाने के लिए किया था।

एक ब्रांड के लिए अपने आप में एक कहानी है, कि खुला हुआ जा रहा है। उत्पाद एक मजबूत पहचान-ब्रांड लागू नहीं करता है, तो उत्पाद सिर्फ एक अन्य वस्तु जो जल्दी से यह उपभोक्ता से जाना जाता है एक दूसरे के साथ प्रतिस्थापित किया जा सकता है। एक ब्रांड के एक उत्पाद नहीं है, बस एक प्राथमिकता खरीदने के लिए बनाता है, लेकिन यह भी देता है और उपभोक्ताओं से और उपभोक्ता के प्रति वफादारी लेता है। उपभोक्ताओं को जो ब्रांडों जिंदा आ बनाने वाले हैं। भारत जैसे एक बहु सांस्कृतिक और विविधतापूर्ण देश उत्पादों के लिए एक युद्ध के मैदान है।

उदाहरण के लिए, भारत में प्रसिद्ध ब्रांडों में से एक, अमूल–भारतकेस्वाद, एक उल्लेखनीय ब्रांड यात्रा प्रमुख उपयोगकर्ताओं और रणनीति की आँखों है। ब्रांड का मक्खन (उत्पाद) के बारे में भी वर्णनात्मक नहीं किया जा रहा है युवाओं को राष्ट्रीय बहस में अधिक केंद्रीय होता जा रहा है, महिलाओं की सुरक्षा को लेकर चिंता – और निशान कैसे पोल्का डॉट्स में प्यारा सा लड़की है कि सभी के साथ तालमेल रखा और मजबूत की तुलना में खड़ा किया गया है पहले। एक भावनात्मक पृष्ठभूमि और ब्रांड के बीच कनेक्ट ब्रांड के लिए लाभ लाता है।

 एक और बहुत ही विविध और अविश्वसनीय ब्रांड एक उल्लेखनीय यात्रा, भारत पर्यटन के माध्यम से उनकी आवश्यकताओं की सेवा में आम लोगों के लाखों लोगों की कहानी बदल गया है, अतुल्य भारत है। अविश्वसनीय विचार के लिए एक फुर्तीला, अमीर, रंगीन, अंतरराष्ट्रीय पर्यटन स्थल, कथा स्थानीय शिल्पकार, कलाकार में दुनिया के सबसे पुराने संस्कृतियों में से एक में तब्दील उनकी कला प्रकट करने की विशेषता है और दे उन्हें अपने राज्य का ब्रांड एंबेसडर बनने के लिए एक भावनात्मक लगाव देना है ब्रांड। को-ब्रांडिंग प्रतिष्ठित भारतीय किफायती और ब्रांड / स्वच्छभारत की तरह भारत के उत्थान (स्वच्छभारत) के लिए उद्देश्य से है और भारत में निर्मित अभियानों के

साथ – एक उत्कृष्ट ब्रांड कहानी बना दिया है और लोगों के साथ जुड़ा हुआ है। विदेशी आध्यात्मिक, जंगली, सुंदर, और रंगीन: भारत उसे कई मूड पर प्रकाश डाला द्वारा एक अविश्वसनीय विश्व स्तरीय पर्यटन स्थल के रूप में स्थिति। इस रणनीति को सफलतापूर्वक मार डाला गया था के रूप में यह अतुल्य भारत के बाद शानदार विज्ञापन करने के लिए कि साज़िश और रोशन विस्मयादिबोधक चिह्न से स्पष्ट सही है। हर जगह अपने आप ही दिलचस्प कहानी बताता है, एक प्रमुख भावना के साथ पर्यटन छोड़ने: एक अविश्वसनीय देश का दौरा कर रही है की भावना। एक ब्रांड के दोनों राष्ट्रीय सुरक्षा के साथ-साथ कैसे राष्ट्र विकसित कर रहा है कि वहन। एक ब्रांड और एक अभियान है कि 28 राज्यों, 7 केंद्र शासित प्रदेशों की अलग संस्कृतियों इकट्ठे हुए, दुनिया को दिखाने के लिए एक भी बड़ा ब्रांड अतुल्य भारत बुलाया सार आसुत।

किसी भी ब्रांड की नींव विभेदित हो सकता है और ग्राहक है, जो किसी भी बाजार में बहुत महत्वपूर्ण है के साथ एक भावनात्मक संबंध बनाने के लिए है। एक सफल ब्रांड की रणनीति दिखाएगा कि यह कैसे बाहर खड़ा है, ब्रांड के बारे में जागरूकता बढ़ जाती है, ग्राहकों के प्रति वफादारी और सत्ता मुनाफा पैदा करता है। खरीदारी, खुदरा, उपभोक्ता व्युत्पन्न उत्पादों या किसी भी उत्पाद है कि दुकान में प्रदर्शित किया जाता है या वाणिज्यिक वस्तुओं की तरह व्यवहार नहीं करता है के किसी भी अवधारणा में ब्रांड, वे किस्से हैं जो उपभोक्ता के लिए और एक नाम अपने स्वयं के मूल्य और नैतिकता है कि के रूप में संबंधित है के रूप में व्यवहार करते हैं।

अतुल्य भारत केवल फैशन नहीं था कि कैसे भारत देखा लेकिन यह भी वृद्धि की विदेशी मुद्रा आय और भारत वैश्विक पर्यटन पत्रिकाओं के प्रिय बन गए। किसी भी ब्रांड के महत्व मूल्यों और नैतिकता है कि यह धारण करने के दावों पर जोर देना है। ब्रेन-डिंग एक पहचान है और बाजार में जगह कहानियों और मूल्य narrating देने का एक चिकित्सा।सभी पहलुओं को ब्रांडिंग के साथ मिलकर नाम भी शामिल है, मकसद, लोगो, ऑनलाइन सेवाओं, दृष्टिकोण, और एक पहेली है कि विभिन्न रणनीति, पौराणिक कथाओं और धारणा के साथ एक साथ रखा जाता है जैसे अन्य जानकार कार्यों के बहुत करते हैं।

प्रीतिजैन

himalya

Image source: http://incredibleindiacampaign.com/

taj

Image source: http://incredibleindiacampaign.com/

Magical Shopping experience at one of the oldest shopping malls in the world! // سحر آمیزخرید در یکی از قدیمی ترین مراکز خرید در جهان! تجربه

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BDCN_FARZANEHDEF

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 Farzaneh Kia, architect and interior designer.

Sustainable shopping malls need to be more than trading centers. Otherwise, they could not compete among so many shopping malls that are built and expand every day. The reason why costumers go back to the same shopping mall is not just for buying a particular product. It is more than that. It is because of the experiences that a specific shopping mall delivers to them and motivates them to consider that as entertainment, nostalgia, place for spending quality time and many more. In the case when those experiences in the shopping mall resonate with the users, it is resulting in the shopping mall attracting more users, every day and as a result it becomes more sustainable and profitable over time.

It is essential before designing the mall and arranging elements to go through design thinking processes. Assembling the team of experts to identify the need of people who goes shopping, not only for purchases but also considering what kind of experiences they would like to achieve while they are there, is a key for a successful start point. The vision and mission of the project need to be defined clearly before any execution. This makes the branding of the mall much more grounded and adding extra values to that mall. One of the great examples of this kind of shopping mall is Grand Bazar in Tehran, Iran.

Ground Bazar is an amazing shopping mall that is on the top of the list recommended for locals and tourists to visit. Maintaining the same Bazar as 300 hundred years ago and still remaining the best mall in the town is the evidence of thoughtful design, arrangements, division and everything relating to. This terrific traditional Middle Eastern shopping mall is in the heart of Tehran close to Golestan Palace, an amazing landmark in the area. In the bazar you can find whatever you desire, in best quality and at best price.

Grand bazar is the center of trading business in the city. The bazar is consisting of narrow traditional covered alleys with enormous shops on each side. Each part of the bazar allocate to similar products which makes it easier for users to find the products they are looking for. Blue shrines and mosques enhance the beauty of the bazar and make it more attractive. Besides the shopping retails, there are many famous Persian restaurants with fantastic traditional Persian cuisine. Grand bazar is the symbol of ancient Iran. Persian culture, architecture, history, traditions all together is represented fully in each and all part of the Bazar. It is full of life, color, taste, texture, design, etc. Therefore, it is not a big surprise if people who are new to this Bazar got distracted easily by each beauty of bazar and get lost. However, getting lost in bazar is not necessarily a red flag for new customers. Those narrow paths took users to completely new designs which bring wonder experiences for them and make them more curious to explore this mysterious mall. More importantly, the culture of the bazar has prominent role regarding to user experiences. New customers would feel trust and safety as soon as they are in the ambiance. The people working in the Bazar are like a big family. They work in the bazar for a long time. Mostly the employers continue their grand grand father’s job in Bazar. Therefore, everyone there is clearly familiar with the culture of Bazar. All the staff is so warm, welcoming, caring and helpful to users. Hospitability is an undeniable character of Persians and it is important part of the culture. The sellers would have conversations with costumers and serve them Persian tea and sweets when they enter the shops and treat them in a way that make them feel special. Besides, antiquity of bazar brings credibility to the market. Tourists usually get lots of attention and get good deals. Moreover, people there always try to help them with anything and give them advice if needed.

To sum up, the location of the Bazar, the traditional architecture, design and arrangement together with the important culture of Bazar evoke beauty, wonder, trust, credibility, uniqueness, nostalgic, comfort, wisdom and many more meaningful experiences that make customers to go back and be in the same environment again and again.

Farzaneh Kia

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مرکز خرید پایدار باید بیش ازیک مرکز تجاری معمول باشد ، در غیر این صورت ، نمی تواند در میان بسیاری از مراکز خرید که روز به روز ساخته و گسترش میابد به رقابت بپردازد. دلیل اینکه مشتریان به مراکز خرید می روند تنها فقط برای خریدن محصول نیست، خیلی بیشتر از آن است. این به دلیل است که مشتری در یک مرکز خرید تجربه خاص کسب کرده و در نتیجه آن مرکز خرید را به عنوان سرگرمی ، نوستالژی، جایی برای صرف وقت با کیفیت و بسیار دلایل دیگر نیز در نظر می گیرد. در مواردی که آن تجربه در مرکز خرید با کاربران طنین اندازد ، آن مرکز خرید کاربران بیشتری را هر روز جذب کرده و در نتیجه در طول زمان پایدار و سودآور می گردد.

فرآیندهای تفکر طراحی قبل از طراحی بازار و تنظیم عناصرآن امری ضروری است . راه اندازی گروهی از کارشناسان برای شناسایی نیاز افرادی که خرید می روند ، نه تنها از جنبه خرید بلکه نوع تجاربی که کاربر در مرکز خرید کسب می کند، کلیدی برای یک نقطه شروع موفق است. چشم انداز و ماموریت پروژه باید به وضوح قبل از هر گونه اجرا تعریف شود. این باعث می شود نام تجاری مرکز خرید ریشه دارتر و ارزش های مفهومی به آن اضافه گردد. یکی از نمونه های بارز این نوع مرکز خرید بازار بزرگ در شهر تهران است.

بازار بزرگ تهران یک مرکز خرید شگفت انگیز است که در بالای لیست برای مردم محلی و گردشگران برای بازدید توصیه می گردد. حفظ کردن این بازار همانند سیصد سال پیش و هنوز هم باقی ماندن به عنوان بهترین مرکز خرید در شهر، شواهد طراحی متفکرانه، ترتیبات ، تقسیم و همه چیز مربوط به آن می باشد. این مرکز خرید فوق العاده و سنتی خاورمیانه در قلب تهران نزدیک به کاخ گلستان که از اماکن شگفت انگیز در این منطقه است قرار دارد. دراین بازار شما می توانید هر آنچه می خواهید ، در بهترین کیفیت و در بهترین قیمت پیدا کنید.

بازار بزرگ مرکز کسب و کار تجارت در شهرتهران است. این بازار متشکل از کوچه های باریک مسقف سنتی با مغازه های بسیار زیاد در هر دو طرف می باشد. هر بخش از بازار به محصولات مشابه اختصاص دارد که باعث می شود آن را برای کاربران از نطر پیدا کردن محصولات درخواستی آسان تر کند. زیارتگاه های آبی رنگ و مساجد، زیبایی بازار را چندین برابر و آن را جذاب تر نموده است. علاوه بر مغازه ها، بسیاری از رستوران های معروف ایرانی با غذاهای سنتی فوق العاده در بازار وجود دارد. بازار بزرگ نماد ایران باستان است. فرهنگ فارسی، معماری، تاریخ، سنت همه و همه با هم به طور کامل در هرقسمت بازار نمایان و بخشی از بازار شده است. این بازار پر از زندگی، رنگ، طعم، بافت، طراحی، و غیره است . بنابراین، عجیب نیست اگر افرادی جدید که به این بازار میایند به راحتی توسط زیبایی های بازار متحیر و مسیرشان را گم کنند. با این وجود، گم شدن در بازاز لزوما یک نشانه منفی برای مشتریان جدید نمی باشد. مسیرهای باریک، کاربران را به سمت طرح های جدید سوق داده که تجربه های حیرت آوربرای آنها ایجاد نموده و آنها برای کشف این مرکز مرموز زیبا ،کنجکاوترمی نماید. از همه مهمتر، فرهنگ بازار نقش برجسته ای درتجربه کاربران ایفا می نماید. مشتریان جدید اعتماد و معمولا شغل پدر بزرگ های خود را در بازار ادامه امنیت را به محض ورود به بازار احساس مینمایند. بازار مانند یک خانواده بزرگ است. شاغلین بازار برای یک مدت طولانی در این مکان کار میکنند و می دهند بنابراین، هر کس به وضوح با فرهنگ بازار آشنا می باشد. همه شاغلین بازار خیلی خونگرم، صمیمی و کمک رسان می باشند. مهمان نوازی یک از صفات غیر قابل انکار ایرانیان است و آن بخش مهمی از فرهنگ بازار نیز میباشد. فروشندگان هنگام ورود مشتریان با آنها گفتگو کرده و به آنها چای و شیرینی تعارف می کنند و سعی می کنند به آن ها احساس خاص بودن بدهند. به علاوه قدمت بازار در اعتبار بازار نقش چشمگیری دارد . گردشگران معمولا توجه و معاملات خوبی دریافت می نمایند و فروشندگان همیشه سعی کنید به آنها را کمک کرده و در صورت نیاز آنها را مشاوره دهند.

به طور خلاصه ، مکان قرار گیری بازار ، معماری سنتی ، طراحی و چیدمان و مهمتر از همه فرهنگ بازار، تجارب زیبایی، شگفت ، اعتماد، اعتبار ، منحصر به فرد بودن ، دلتنگی ، آسایش ، دانش و بسیار معانی دیگر را شکل می دهد که باعث می شود مشتریان مایل باشند بارها و بارها در این مکان حضور پیدا کرده و تجارب جدید کسب نمایند.

فرزانه کیا

Farzaneh

#brandcelonaallovertheworld

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San Francisco, Paris, Rome, New York… 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. Amsterdam, Barcelona, Madrid, Istanbul… 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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San Francisco, París, Roma, Nueva York… 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. Ámsterdam, Barcelona, Madrid, Estambul… ¿Qué sigue? Ayúdanos a crecer y a expandir nuestros horizontes en #brandcelonaallovertheworld

Gracias a todos vosotros brandcelona® no tiene límites.

Retail experience in Shanghai I

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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。

Retail Experience in Paris

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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!

The Ultimate Shopping Experience // Lo Último de las Shopping Experiences

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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

Untitled4_ArmaniCafe

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.

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Untitled11KidsFashion

Kids fashion. // Moda infantil.