ELISAVA Escuela Universitaria de Diseño e Ingeniería de Barcelona

Master in Retail Space: Retail Design - Máster en Diseño del Espacio Comercial

ELISAVA Escuela Universitaria de Diseño e Ingeniería de Barcelona
  • Imparte:
  • Modalidad:
    Presencial en Barcelona
  • Precio:
    10.900 €
  • Comienzo:
    Septiembre 2018
  • Lugar:
    C/ Rambla 30-32
    Barcelona 08002
    España
  • Horario:
    Tuesday, Thursday and Friday, from 10 a.m. to 2.15
  • Duración:
    60 ECTS
  • Idioma:
    El Seminario/Conferencia se imparte en Inglés
  • Titulación:
    Master’s Degree in Retail Space: Retail Design, degree awarded by Pompeu Fabra University (UPF) and ELISAVA Barcelona School of Design and Engineering

Presentación

This master’s degree is designed for professionals who wish to acquire a complete knowledge on the field of retail design. However, within retail arena there are many disciplines we will cover you to in which you can develop with the utmost professionalism.

From small-scale and new formats to large-scale design, from boutiques to large multinational brands, we will explain how the differences are applied in each scenario, working directly with brands and briefings and getting great guest juries. Our guest companies are among other World Duty Free, IKEA, Swarovski and Vitra, among others.

Most areas are covered with theory and practice cases. Importance is given to the analysis and study of trends and innovation in the market and society to get a close-up view of the elements in designing a retail space arena (new formats, space, communication, flow, exhibition, virtual aspects, sensory perceptions, etc.). Art and analysis are the basis of any project and the concept and projection of space. We make every effort so students come away with the highest standards and ability to work with the most demanding companies in the market. 

Requisitos

The students who want to sign up should have a basic knowledge of 2D and 3D in space representation

Dirigido

Graduates in Design. Graduates in Fine Arts. Graduates in Communication. Professionals with proven experience in this field.

Objetivos

Analyse the role the retail sector plays in commercial strategy at all levels.
Explore retail types, their various functions, how to deal with demand for them, the role they play in economic and social activity, and the future challenges this sector faces.
Demonstrate and analyse the design process for the development of a retail space arena.
Identify and apply social and market studies, and learn how to interpret and work with this information to obtain an ideal design.
Create a complete project for the design of a major retail space with all the aspects that need to be taken into account to bring it to a good conclusion.

Programa

Postgraduate Diploma in Retail Design. Design and Space: Shopping

MODULE 1. GROUP CASE STUDY. STRATEGIC BRANDING
Course introduction and presentation. A journey through the branding world in large spaces.

Case studies.
Practical group work: development of a branded product.
o Practical group work: background and steps for developing a product.
o Practical group work.
o Group discussion: relevant aspects discovered by the student while carrying out the hands-on project.



MODULE 2. MARKET STRATEGIES AND PLANS / EXPANSION MODELS

Market strategies and plans.
o Basis and concepts that define the market.
o Market plans and strategies.
o Case studies: analysis of examples.

Market “scales”.
Trends and models.
Practical discussion session: future markets.
MODULE 3. CONCEPT DESIGN AND SHOWCASE IMPLEMENTATION / PROJECT WITH PARTNER COMPANY

Project presentation and development.
Project development and scheduled field trip (Essapunt visit).
Presentation of project ideas.
Project implementation in the real showcase.
MODULE 4. E-COMMERCE / COMMUNICATION TOOLS / VISUAL COMMUNICATION

Graphics and Impressions.
Communication tools.
o Visual communication.

Commerce.
o E-Commerce.
o Web Commerce.

MODULE 5. ECO-LIGHTING

Lighting.
Ecology in lighting.
Trends and models.
Tools for using eco-lighting.

MODULE 6. FINAL PROJECT

Design and concept: how to stand out using marketing strategies.
Layouts (circuits).
Window-dressing.
Visual Merchandising.
Lighting in shopping centres.
Graphic art and visual communication.
Construction materials and techniques.
Postgraduate Diploma in Retail Design. Design and Concept: The Brand

MODULE 1. INTRODUCTION TO MARKETING THEORY / RETAIL BRANDING

Marketing theory.
Display of case studies.
o Group work: case studies (market comparisons by country, age, etc.).
o Discussion: sharing case study results.

MODULE 2.THE CHALLENGE OF BRANDING / NEW TECHNOLOGIES

Introduction to the challenge of branding. A journey through the world of retail (introduction).
New technologies: the transformation of consumption.
The “tuning” phenomenon: customisation (the self factor). Discussion: association of elements and environments with consumer behaviour.
Group case study. Introduction to branding and its varieties.
Types and strategies.
Brand analysis.
o Discussion: the process for analysing branding strategies.

MODULE 3. RESEARCH PROJECT

Project presentation and development.
Work in research groups.
New trends and eco-design.
Project presentation and group discussion.
MODULE 4.GRAPHIC ART / BRAND IDENTITY AND IMAGERY

Design as strategy.
Analysis of the search process for retail iconography.
Values and trends.
Case studies.

MODULE 5. FIELD TRIPS

MODULE 6. VISUAL - WINDOW-DRESSING

Visual merchandising / product display / Fixtures & Flow.
The principles of visual merchandising.
Marketing applied to social shopping behaviour. Tour Shopping.
Product analysis and strategy.
Case study and exercise: business analysis and product display research.
Models: effective display techniques.
Window-dressing.
o Window-dressing as a hook/attraction technique.
o States: the exchange.
o The dynamics of crossing: input-output, in-out.
o Exercise: how to capture a customer´s social profile.

The technique of window-dressing.
Materials, lighting and technologies.
MODULE 7. TRENDS

Market trends.
New customers and customer segmentation.
MODULE 8.COMMERCIAL DESIGN AND IMAGE. BRAND / PROJECT

Project presentation and development.
Project development and exhibition.
Presentation and discussion of proposals.
Lighting/materials.
o Introduction: choosing environments.
o Synergies: light-material.
o New lighting technologies and materials.
o The effect. Handling spaces (infographics, scenography).
o Group work discussion: analysis and selection of lighting and states for activity programs.

MODULE 9. FP-FINAL PROJECT: HANDS-ON EXERCISE WITH PARTNER COMPANY

The project has to cover all modules developed throughout the course.
Project presentation.
Development of brief in groups.
Presentation of findings to the partner company.
Conclusion.

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