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PAYING ATTENTION A Crash Course on
Creativity
Assignment - Course 2
By Sylvie Gelinas
In summary
6 stores from Place Laurier Shopping Mall Different styles, qualities, tastes, clients,
offering, location, convenience, services
From bazar to ‘simple chic’: there is always something to discover you haven’t seen before – objects, space, arrangement, movement, etc. Opportunies are closer than they appear !
1st StepGetting the information to go through the
‘noise’
Please buy me!
I am cold
I am colorful
I am noisy
I am bright
I am in your way
Fun, Wow, Good, Beautiful, Oh ! Nice, Cool !
Step 3: attracting – the match
Comfortable, young, design, chic, natural
Step 4: act on it – then observe differently!
Get closer to ‘it’ Touch it, feel the texture, see the
refinement of its design Look for a mirror : where is it – haven’t
seen it yet ! Look at you ‘with it’: will it fit ? Try it – discover the ‘back stage’ Consider its price – only for a moment ! Will you or not… see the cash register
behind the display
Step 5: extend the learning
Near the exit (outside, parking lot)-Services (rapid)- Display not as attractive- Convenience Near the exit (inside shopping mall)- Luxury goods- Display highly attractive and refinedNear the back of the store and 2nd floor- Services (hairdresser, travel agent, etc.)- Display not as attractive and refined
Going back, notice more
No prime place for children wear ! - but doesn’t mean cheap !-And never too far !
Sensing gaps to detect opportunities
•Never let an empty space – even if store is empty. Space is money and … an opportunity•So good looking that you look and anticipate its opening !
Deliberately looking for empty spaces
No place to sit at the Photo Store: Opportunity: Having an ‘artistic’ café to enjoy the place and create other opportunities to sell fun photos with costumes ?
Empty Main Mail during the week days: Opportunities: filling that too empty area AND offering an added value to renters less conveniently located, by allowing them to have a movable display and create a 4-day exhibition.
ConclusionFrom what first appeared a simple task
• Realized that I use more some senses than others• Realized that taking
time is key in grabbing information – and seeing opportunities • Accessing other ones
required deliberate thinking !• 3 online stores: a
totally inspiring new perspective on stores – ex. exhibitions stores !
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