The Swedish fika // El fika sueco

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

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

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

Book a retail tour here and inspire your vision.

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

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

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

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

 

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。

Amsterdam: a 2.5 city

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

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

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

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

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

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

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

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

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

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

Ana Lobo
Senior Retail Consultant at brandcelona®

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

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

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

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

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

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

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

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

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

Ana Lobo
Consultora de Retail Senior en brandcelona®

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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!

Photography Beyond Cameras // La Fotografía Más Allá de las Cámaras

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

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

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

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

Book a retail tour here and inspire your vision.

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

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

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

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

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

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

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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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Kids fashion. // Moda infantil.

Dobrev’s Cheese Store // Млекарницата на Добрев

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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 Elia Tsvetanova, multidisciplinary designer.

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

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

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

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

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

Elia Tsvetanova

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

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

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

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

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

Елия Цветанова

Dobrev1 modified Dobrev2 modifiedFuente // Source: http://dobrev-cheese.inforegister.bg/

Wow Effect of Rebecca Minkoff

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

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

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

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

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

Wow Effect: 9/10

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

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

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

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

Wow Effect: 9/10

The Cone of Experience // El Cono de la Experiencia

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

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

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

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

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

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

brandcelona Retail Experience: Bogota

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

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

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

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

“¡Que te vaya bonito, Bogotá!”

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

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

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

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

“¡Que te vaya bonito, Bogotá!”