Retail Design Course
Summer School 2020
elisava.net RETAIL DESIGN COURSE Presentation Structure and contents
Design sustainably for the This is a course revolving around lectures, 1/ Retail a constant Renovation / future instead of redesigning presentations and group discussions. Retail Traditions the past. The assigned projects will give students • Retail as social activity the opportunity to construct a working • Demographic market Date methodology that will teach them how to • Trends and Traditions 29th June to 10th July develop ideas that can be translated into retail interior proposals. 2/ Retail and Image. The brand Identity Timetable • The role of the designer 4 p.m to 9.15 p.m • Understanding the market Objectives • Crafting the message Duration 25 h The course will give students the opportu- 3/ Accommodating new Technology nity to create a retail concept and develop • New mechanisms of display Language ideas for creating a retail environment for a • Loyalty cards English retailer that currently does not have a retail • In store screens concept, but does have a brand identity • Interactive kiosks. Level and marketing campaign. Self-service information Intermediate • Movable display / storage systems The goal will be to incorporate the infor- Grading criteria mation discovered about the company 4/ Wonderlands in Retail. Attendance is mandatory and to conceptually propose a retail shop Case studies by groups to all lectures. that conveys the spirit of the corpora- tion as well as incorporating the existing 5/ Finding the sites / The role of the shop Attendance identity. Because the nature of this 6/ First Impressions course, students will have an Class time will be spent on working with • Storefronts obligation to attend the lectures individual critiques, as well as group dis- • Signage or they will miss many key cussions, field trips to department stores / • Entrances discussions which will affect boutiques and lectures. There will be rec- their understanding of the ommendations made on viewing exhibited 7/ Circulation Patterns / Plan types process of this course. works and suggested readings. • Point of sale / Fixture location More than 2 unexcused • Flow and merchandising absences will result in a lowered grade. Two lateness 8/ Lighting & Retail Design equals to an absence. • Ambient Lighting options • Theater effects Price • New trends 1040 € (Inludes tuition only). Bold members of 9/ Fixture Design and Visual Merchandising Elisava Alumni will enjoy • Analysis of merchandising a 15 % reduction. • Exploring the brand • Flexibility in fixture design • Who is the protagonist?
ELISAVA — 2 Professors Bibliography
CARMEN MALVAR RUT MARTIN • New Retail by Rasshied Din. Director. B.Sc degree in Architecture from UIC Conran Octopus Limited Publisher Carmen Malvar is the principal of Atelier Barcelona, Rut Martin has worked in Malvar + Tusch LLC, a studio based in multiple private and public projects and • Holistic Retail NY, where she specializes in all aspects collaborated in a Socio-Urbanistic project Rainer Zimmermann of Commercial Design Environments and in Vietnam. In 2010, Rut has co-founded Philipp Toufel Fashion Events. Carmen started her ca- Advalua, a Personal-Shopper service reer projects in 1984. A few years later she for real estate, which led her to study • Retail Design by Otto Riewoldt. joined Naomi Leff in New York and later Marketing and Social media and gradu- Lawrence King. Publisher was hired as a head architect at ZARA ated her Master’s degree in Retail design International. Her credits in Retail and and branding from Elisava in 2013. Rut • Silent Selling by Judith Bell Fairchild. Fashion include Helena Rubinstein Store has developed Retail Research projects Publications Inc. Publisher and Spa, Camper Showrooms and offices for Brands as SONY, Brand books for in the USA and the rebranding of Bodybell international franchising, restaurants, • Harvard Design School Guide to Perfumeries in Spain. She has also store design and Pop Up stores. She Shopping by Rem Koolhass. worked in the Construction Management coordinates the Technology module Taschen Publisher of Mango Flagship stores, Tous, Desigual of the Retail Design Master degree in and Camper, as well as the design of more Elisava, Barcelona School of Design • Store Planning / Design than sixteen stores for Zara International, and Engineering. She also coordinates by Lawrence J. Israel. where has been in charge of the shops training courses for companies. She is John Willey & Sons Publisher prototype development for the expansion the co-founder of MøøR Design Studio, a retailer (Inditex), and the brand creation collaborative design team linked to Retail • Brandscaping. Worlds of Experience and display concept for Amand in Mexico. Design and new retail formats, digital in Retail Design by Otto Riewoldt. She has collaborated in a regular basis events and Pop Up stores. Rut also col- Birkhauser Publisher with Asociación de Creadores de Moda laborates with Atelier Malvar + Tusch LLC de España (ACME) and Trade Commission in NYC and with the CADA foundation de- • Projects for Prada Part 1 by Oma. of Spain among others. Carmen has been veloping research, documenting data and Fondazione Prada Edizioni Publisher responsible for the design and manage- designing infographics for the platform. ment of more than thirty stores worldwide and is a reference for those who approach retail design in any perspective.
Carmen widens her teaching experience lecturing in Spain, Latin America and USA about such varied topics as globalization through design, international expansion strategies or trends and consumption analysis. She also works as a professor at Universities like Elisava, in Barcelona, as Director of the Master Retail Design Program, Instructor at CSDS Pratt Institute New York and Fashion Institute of Technology NYC. Carmen is a PhD candidate at Southampton University, in the UK. Carmen lives and works between Barcelona, New York and Oaxaca.
ELISAVA — 3 Summer School
Graphic Design / Communication Introducción al Diseño de Experiencia de Usuario Packaging como Arma de Seducción Masiva Tattoo: Ilustración en Piel
TypeJuly 2020 Type and Color (Mark van Wageningen – Novo Typo) Lettering Strategies and Techniques (Ken Barber – House Industries) Thinking with your hands (Cyrus Highsmith – Occupant Fonts) Modular typefaces as a design tool (Manuel Krebs – Norm)
Space Design / Architecture Visual Merchandising y Escaparatismo Diseño de stands Lighting Design Interior Spaces
Strategy / Management Storytelling: Filosofía de Proyecto y Branding Personal Creatividad Avanzada: Disrupción y originalidad
Product Design Mueble y contexto. Diseño de mobiliario Sustainable Materials for Design Design for Additive Manufacturing
Design Tools Presentación y Venta de Proyectos Creativos Creación y Renderización de Objetos y Espacios Las Herramientas del Diseñador Gráfico. Crea, retoca y presenta con Suite Adobe
MORE INFORMATION T (+34) 933 174 715 [email protected]
Bold category members of Elisava Alumni Association enjoy a 15% reduction.
The teaching staff is likely to change according to reasons beyond the course programme. ELISAVA reserves the right to make changes in programming as well as the right to suspend the course two weeks before it starts if not reached the minimum number of participants, without further obligation of the amounts paid by each participant.
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