6 OPEN SHOPS IN SEVILLEby Rosa Fernández Díaz

Observation Lab2nd assignment (individual)

A Crash Course on CreativityStanford University

Le Voilà

Zález

Isadora DeLimbo

La Importadora

Taranta

If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton

What can be discovered at an attentive

glance

Questions to be ObservedBefore you enter the store:Does the store draw you in? If so, how?Is the door open or closed?How does this make you feel?How big is the sign lettering and in what font?What does it tell you about the store?Environment:What is the color scheme of the store? How does this affect you?What type of floor does the store have? How does this effect the environment?How high is the ceiling? How does this feel?How brightly lit is the store? How does this affect you?How loud is the environment?What is causing the noise?Is there music playing? If so, does it fit the environment?Is the store warm or cold?Is the store crowed with merchandise or is it sparse?Does the store have a distinctive smell?Where is the cash register located?How visible is the store security?How long do you want to stay in this store?Does the environment influence the perceived value of the merchandise?Personnel:How long does it take before a sales person initiates contact?Does the salesperson have a script to follow with each customer?Does the salesperson treat different customers differently?

What is the ratio of salespeople to customers?What age and gender are the employees?Are the salespeople using the store products?Do the salespeople have a uniform?Do the salespeople match the stores image?Products:What is the first product that you notice?Is there a central display table with featured products?Where are items that are “for sale” located in the store?How are the products arranged? By function? By price? By color?Are there free samples or demonstrations?What products are at eye level?What items in the store are in the least accessible locations?Where are the most and least expensive products located?Are the prices of the products easy to find?Are there impulse items near the cash register?Customers:Are most customers alone or with someone else? What is the relationship?What is the average age and gender of the customers?When a customer enters the store, do they tend to walk in the same path or direction? -How long do customers stay in the store, on average?Do customer touch the products? Is this encouraged?Do most customers appear to be on a mission or are they browsing?What percent of customers purchase products in the store?Other Observations

Come In

Light salmon colored facade and pale blue shop windows, tells you about surprises inside

Three shop windows and the opened doors draw you in

The font of the sign lettering is gentle and there is a lovely drawing with it

Music playing in this shop and now: At home, Anni B Sweet

The color scheme of the shop is the same as it is in the facade: salmon and pale blue. The ceiling is very high and a delicate red and black berries smell surrounds you.

The floor of wood is warm, brightness is exact and music is soft. Environment is comfortable and makes the customer wish to stay for long.

Young sales people initiate contact since the begining, smiling to you when entering, from the counter of the cash register, located in the right front of the door. Personnel wear some products they sell.

There are central clothes stands, shelves and tables, at eye level, accesibles, each with its price in a label.

Entering the corridor there is a lounge with proposals to combine shop products, and two fitting rooms.This area is decorated as a living room where short-term art exhibitions are held (currently illustrations by Neus Caamaño)

Most of the customers are women

Women aged between 20 and 40 years old that come in pairs or alone

70% of the customers purchase

Details everywhere get customer’s attention so they want to stay for long, discovering every nook and cranny

Le Voilá draws you in with its opened door and a cute little shop window outside at the right wall.

Come In

The round font of the sign lettering is pleasant and the butterflie’s hanging sign is very tender

Frontage colours, tile and white, tell you about warmth inside

Music playing in this shop and now: Arkansas, Damien Jurado

Young salespeople, a woman, initiate contact since the begining, smiling to you when entering, behind the counter of the cash register, located at the right of the entrance. Personnel wear some products they sell.Dogs are allowed.

The shop is a small room, crowded with merchandise; full of details over tables and in shelters. A short-term photo exhibition is held (currently Insomnio by Ana López Calero)

There is soft music playing and lighting is perfect to watch the ceiling, which is medium high and exhibits a fresco painting by Rico Cejudo that dates back to 1897

Glazed ceramic tiles cover the wall up to a meter high from the floor. Marble tiles in the floor are covered with a esparto grass carpet. Environment is warm

Some special customers are treated differently, with special presents for their visit

Normally customers are thirty years old women, of whom up to 70% purchase after several minutes looking at products and touching whatever they like

The open door leads to an entrance where shop windows are both sides

Come In The uppercase letter font of

the hanging sign is very color and original. It is the essencial element to draw customers in

The narrow facade is painted white to emerge the door and entrance of the shop

Music playing in this shop and now: Ketto, Bonobo

From the spacious entrance, customers and some products (clothes) can be seen in the left inside. The store is perfectly lit and merchandise is sparse…

… from there can also be seen the salesperson behind the long counter a little further on the left side and other customers looking at books in shelters and products in coat stands… and in the end of the room can be seen a semicircular arch that leads to another wide room

The deepest room of the shop beyond the semicircular arch is a wide and spacious exhibition and concerts hall with excellent lighting. Currently there can be seen an engravings exhibition titled Posesiones de ultramar by Daniel Muñoz “San”

This hall has capacity for a big audience when concerts are held

Not much visible but strong security system

Customers are fifty-fifty men and women who spend more than five minutes looking and touching products, and nearly half an hour visiting the exhibition

Customers feel comfortable in this shop surrounded by tuberose scent, and finally the 70% of them purchase products

Zález draws you in with its opened door and colored “ABIERTO” sheet hanging on the door haldle

Come In

The extremely thin font of the hanging sign matches the chic and smart products inside

Happily adorned, two shop windows cover the whole facade both sides of the door

Music playing in this shop and now: Underneath the apple tree, Carmen Mc Rae

As soon as one enters this shop, Nuria, a young bussiness woman, awaits from the other side of the counter, located in front of the door, to help customers in whatever they may need

Orange blossom scent wafts, Carmen Mc Rae sings, and fine silks are everywhere in rolls and in products already finished just like dolls, bags, notebooks. All is chic and pleasant

Nuria’s workshop is at sight, so customers can ask her for a personal product, and at the same time she can give them ideas

Most customers are women alone or in pairs and stay in the store fifteen or twenty minutes on average. They can enter the shop with dogs or even bicycles, beeing encouraged to touch and try on the products.

As a lot of products are customized, so more than 70% of customers purchase.

A large shop window with an exhibition of chic and creative products draws you in.

Come In

The plain font of the sign lettering represents accesibility, but with a touch of originaliy because of a bold “t” and a characteristic icon

Frontage colours, lilac and white tell you about elegance inside beyond the open door

Music playing in this shop and now: Vie on me, Paolo Conte

There is a small entrance with a little shop window on the left so customer can see from there products, a show table and the counter looking to this side. Lit and environment are warm

Turning to the right customers can see a show room with an exhibition of other products

Once you enter to that room, products arraged by colors are shown in tables and shelters

Sales people are two young men who don’t wear the products they sell. They contact the moment one enters, to welcome customers and encourage them to see

and touch products, and ask when they choose, so they can be served

Customers are women alone or in pairs, any age, and up to 75% spend fifty minutes on average before purchasing.

La Importadora draws you in with three wide shop windows dressed to suggest there is much to discover inside!!

Come In

The hanging sign is unconventional and captures your attention while the round font lettering is pleasant and inspires comfort

Salmon frontage colours, and open door are elegant and warm

Music playing in this shop and now: Ornament, Scott Mathew

Actually, there is much to discover inside this shop and gallery.

Nevertheless the ceiling is very very high the floor is cold and the counter is a bit far from the entering, smart product’s arrangement and variety, together with good lighting and music and short-term exhibitions make you want to stay long. Currently two exhibitions are held: Father by Fausto Mauriz, and Ensayo by Ernesto Artillo

One of the three young salespeople, two men and a woman, help inmediatly to customers

Customers are women and men usually in pairs, middle average, who look for unusual products pretty elegant and different. They can touch every product, as can find its price in the label of each one

Customers spend at least ten minutes having a look at products, and fifteen minutes looking at the exhibitions, and a 70% purchase.

To sume upIt can be observed that in most shops at Soho Benita (Seville):

Facades, letterings and shop windows draw customers in

Salespeople are young, attentive and both sexes

Warm, elegant and original environments are found

Customers spend fifteen minutes on average looking at products and a 70% of them purchase

Merchandise is properly arranged and there are impulse items near the cash registers, but Art exhibitions are best valued and match shops

Rosa Fernández Díaz

Thank you