The first point of contact: how our students connect a brand message with the customers
A collaboration with the local brand Servei Estació.
Retail window displays have become a part of our cities, just like museums. Catching the attention of someone in a few seconds can completely change their mind, make them want to purchase something, and thus convert them into a customer. It is becoming more and more common to use this space as a contact point where the visitors can get an understanding of the brand. They can also develop a deeper knowledge of the processes and the materials involved in the production of this brand´s products, and tell stories of the different people involved in the creation of these products.
Brands such as Nike and Adidas are changing the way that they communicate with customers by letting them know and interact with the materials, fabrics and plastic that they are using in the production of their goods. They are also using a friendlier and warmer tone in their campaigns. Following in the footsteps of Nike and Adidas, other design studios are taking this do-it-yourself approach, and elevating it to an artistic level. They are showcasing materials like paper, elevated to a much higher, artistic level, where the technical know-how and their incredible imagination gets rid of the need for silly props and special effects.
Small and medium-sized local retailers have been making an extra effort in this uphill battle. They have been trying to survive in an economy where online retailers are getting stronger and huge companies such as Amazon are delivering an enormous amount of different products. However, these local retailers are at the core of the “sense of place”, giving people more reasons to visit city centres, providing entertainment and a novel atmosphere. This makes the citizens feel as though they are part of a community. They see themselves reflected in the brands in the window.
This year, for the second time in row, the Retail Design Masters Students are collaborating with the brand Servei Estació, with Tito Pérez Mora as the supervising professor. This brand, well-known for being a multi-product store equipped with more than 55.000 products for DIY, gardening, crafts and industrial or construction projects, is part of the essence of Catalunya. Visitors have been coming to this store´s nine floors, organized by products and services, to find “everything they need” for over 90 years. The 90-year anniversary of this retailer was the main theme of the window display that ELISAVA´s students have developed in this store located a few meters away from Passeig de Gracia, one of the most important retail streets in Barcelona. The students who developed this display were Santiago Álvarez, industrial designer, Mariona Carrión, architect, Julia Gehrig, graphic designer, and Paula Vergara, interior designer.
Inspired by the image of blowing out a candle and making a wish at a birthday party, the team decided to show how Servei Estació has been fullfilling the wishes and needs of their loyal customers for 90 years. They have been helping customers with projects and guiding their entire purchasing process, as well as helping them improve their ideas. In addition to the Servei Estació team helping customers, the customers have also helped the Servei Estació team, allowing them to keep growing and celebrating more milestones and anniversaries.
A ticket dispenser is the centrepiece of this masterpiece, attempting to elevate ordinary items to a different artistic plane. This is where the visitors can ask for their wishes, and then the Servei Estació squad becomes the facilitator, making this wish a reality. This cloud of paper in the window shows all the desires that they have made a reality over the last 90 years. The Servei Estació team is ready to continue making dreams a reality for the entire Catalan community. The petrol station meter represents the beginning of the brand, where the focus was on petrol, the very first product that the store ever sold.
With this message the team was looking for an approach, showing part of the history of the brand, the expectations and goals and the brand values, everything in a minimalistic, pure and clear design. Congratulations to our students.
Santiago Álvarez.
