1. The golden question: What does
a service different from another?
How much care do each store took on
the appearance, order, space
distribution and other elements?
[of course, no creative design]

2. • When a service is planed, a bunch of factors
and details are considered… or simply missed
• As it’s obviously determined by budget and
goals, we decited to visit same-line different
stores at a single shopping center in Santiago
of Chile.
• NEXT

3. • So we made six observations of two kinds of
stores.
A. Three clothing stores:
“Banana Republic”, very fine stuff
“Trial”, middle fine stuff
“Zara”, middle casual stuff
• Won’t bore you, just some remarks…

4. 1. If you got the money, you’ll maybe hire some talented
designers and carpenters for creating these fine wood built-in
open closets and dispose a very wide space for a few
products.
BUT
… If you pay attention to what professionals plan, you may
take an advantage deciding carefully good light conditions,
low volume soft 80s songs, cash register at the back-side of
the store, wide mirrors for dressers, store-like dressed and
advertising-alike sellers and, of course, competitive prices to
avoid clients just floating around.

5. 2. Please don’t watch visitors as they look at products,
and let them take a sit just for relax! Avoid dark places for
selling clothes. Don’t expect clients to see your store
shine.
3. Why this disorder?
You won’t like your clients to perceive your store as a
household mess or a factory, will you?

6. • Three more experiments…
B. Three restaurants:
“Lizarran”, snack, bar and restaurant.
“Tanta”, snack, bar and restaurant.
“Santabrasa”, roasted beef.
• And again, pals, just some remarks (you already
guessed the first example is my perfect model)…

7. 1. If you’re thinking of opening a restaurant, please do
consider these basic design regards: follow straight lines, try
covering the flames of your candles, don’t fear to decorate
walls with original design. Also make sure your employees
take along very well. If halloween is near, try some nice detail.
Man, is there a great football match on TV?

8. 2. Don’t drawn people in sunshade… moreover if your
inside a shopping center.
3. Don’t dare breaking movement, straight lines. Where
should I go now?
4. Would you consider low lights if you’re selling beef?...
Maybe it’s like primitives’ caves. But people don’t seem
to care and they can smell the product from far away.

9. Well…
Many thanks for you time and see you soon!!