The whole global retail culture is going through
a process of radical evolution, pushed by the
irresistible advancements of multichannel
business and online shopping. Does retail still
make sense today? How much should it change
in order to survive? The course will enable
participants to understand the role of both visual
merchandising and experience design in retail
stores, from the display of products to the design
of the whole customer journey. Students will
investigate the strategies to generate retail spaces
that are consistent and coherent to the identity
of a brand, aimed to turning the pleasure of
shopping into a matter of customer loyalty. This
course provides participants with higher level of
awareness in the field of retail spaces and brand
design, as well as for temporary events, online
interfaces and social media tools.
This course is intended for final year university
students or those with some initial work
experience in the field willing to explore new
opportunities combining strategy and creativity