1. H&M
Before you enter the store:
This store attracts my attention drawing
me in mainly due to the flashing
staircases and screens installed into
the walls and the celling at the
entrance. The doors are widely opened
which makes me feel free to enter and
see what is offered. The signs are put
on the left and on the right of the
entrance on a still tables. I would do
them bigger for this size of entrance
door. But as everybody knows this
trade mark, the lettering is well-
recognized.
Environment:
The interior is done in white colors mostly it is due to
the big staircase of white marble, and the walls a re
also white. I guess it is not necessary to make any
design on the walls or celling as the store is very full
of colorful clothes.
The celling is very high which gives you the
impression of spacious and eternal shop.
It is brightly lit which gives you the opportunity to
choose the things carefully.
It sounds quite a loud music which is heard from the
outside attracting the passers-by. They play pop-
music tracks and mixes as this store is oriented on
young modern people.
It is warm inside.
And the most noise comes from people that are
choosing the clothes. And I should notice that there
are lots of things on the shelves and on the hangers.
It does not have any distinctive smell. There are cash
registers on any flour. The principle one is located in
front of the entrance door but it may not be seen clearly because it is hidden behind big marble
staircases.
The store security is very visible because he has a surveillance point at the entrance.
I would love to stay in this store for a long time because on the one hand such variety of the things that
you see gives you the feeling that among all this you will find something that will fit you for sure and on
the other hand I just personally love this trade mark.

2. Personnel:
It took us nothing to get the contact from one of the shop assistance because she prohibited us to take
a picture in the hats that we decided to try as the were funny.
They do not use any script.
I would say that they treat the customers in the unique kind manner asking the typical questions about
the size or color.
As far as I calculated there is around 1 salesperson for 10 customers. They are all young men and
women from 20 to 28 years-old. They all wear the uniform - the same polos with the logo of H&M.
They suite the style of the store because they offer clothes for young people like they are.
Products:
The first product that I notice are the fur waistcoats and
hats which are very popular now.
I would rather say that there is no central display as
there are clothes everywhere.
I found few “for sale” items near the changing rooms.
Firstly, the products are arranged by gender and age.
The ground floor which you enter is for young girls, the
bottom one is for women and the 1st one is for boys.
And then on each floor the clothes are organized by
styles and space is visually divided in zones.
At eye level there are clothes that are on hangers
(jerseys, jeans, trousers, skirts etc.), hats and hand-
bags are on the shelves higher and shoes are down.
Then near the cash registers there is lots of stuff like
jewelery, lipsticks, nail lacquers, etc.
Accessories like gloves, scarves and also jewelery are
in the least accessible room.
The most expensive clothes are in the special zone
which is visually separated from the rest of the parts,
they are accurately organized. And the least expensive
are at the entrance to attract people.
The prices are easily to find as they are on the places
where we usually expect them to be talking about
clothing: on the label on the neck part or on the sleeves.
Customers:
Most of the customers are in the company of two or three people. And these are either parents (mostly
mothers) with their children of around 13-17 years old or friends of 18-30 years old.
When customers enter they tend to turn on the left or on the right because of the marble staircase in
front of them, or go upstairs or downstairs.
With such a variety of things people just go browsing the things.
I noticed that 99% of people go out with the trade mark bags.

3. Happy Books (La Formig D´Or)
Before you enter the store:
This store draws me in because they
have books on the tables outside so
you come up to them as they seem
so close to you. And while looking
through them you pay attention to
other books and enters in as there
are no doors, the entrance is made in
the form of two opened arks.
The ceilings are not very high, and
the first part is like a narrow corridor.
The lettering is big enough to see and
put two times above each ark. They
look quite typical, I would think over
some design for the sign.
Environment:
The colors are light but all the walls are covered with colorful books. So it gives you the feeling that the
shop is very colorful.
It has normal ceiling and wooden floors so it makes you feel like in a familiar place.
It is bright lit and there is no any music playing.
Though there are lots of people choosing the books it is not noisy at all inside. The atmosphere is like
in a library. So you also feel like prohibited to make noise or to talk in a loud voice.
It is warm inside.
The cash register is on your right from the entrance. And I have not noticed the security.
i would like to stay more as at the beginning there the most colorful and attractive books are put (about
countries, gastronomy, paintings etc.). This invites you to follow the corridor of the books.
And then surprisingly to me I found lots of stores inside: of discs, of books and toys for children, a kind
of workshop. And after this trip you go outside through another door at the other end.

4. Personnel:
There are few shop assistance and no one come up to us.
Judging by the cashiers the stuff is young around 30 years old.
Products:
The first books I notice are about gastronomy - Spanish food.
So the central display for me are the tables at the entrance.
I have not found any for sale books.
The products are arranged by topics (languages, about sports, foreign literature etc.)
So there is no division by price, they can be mixed in one thematic group. it is easy to find the price as
it is put where we expect it to be - on the back cover.
At the cash register there are pencils, pens, souvenirs about Barcelona.
Customers:
The customers are mostly in a company of one or two persons. They are either adult couples or
parents with children.
Entering everybody moves forward due to the form of the shop which is like a corridor.
People spend a lof time wandering along the shelves as they move slow and so many books attract to
take them, look through. But not many people go out with the things bought.

5. LimitEDitions
Before you enter the store:
The entrance seems to me very attractive
as it has an electric fireplace near the
entrance door. The door is closed which
gives the feeling that there is some
mystery inside and it only warms up the
interest more. The lettering is very big
right above the door and more over they
play with the orthography in the title: the
phrase “Limited Edition” is visually joined
and shortened till “LimitEDition”. It means
for me that this place is done with some
creativity to make it distinctive from many
others.
Environment:
The color scheme is light and dark brown which together with
the fireplace outside gives the feeling of being in some
country house. Moreover, the floors are made of wood.
The ceiling is quite high as if there could be one more floor,
this makes the shop more spacious. The place is warm and
the dim light makes feel very cozy and home-like. Some
modern DJ music is playing quite energetic. Although there
is no particular smell.
The products are mostly sportive shoes and clothes and I
should say that it is more oriented for men than for women
as there are more men shoes.
I would say that there is no security in the shop as it is quite
small.
The cash register is in front of the door but at the other side
crossing the shop. And it is like a high table with a cash
machine hidden inside that you can hardly guess that it is the
place to pay.
But you cannot wander there a lot of time as after one round
over the store you either need to take something to try or go out.
Personnel:
As it´s a small shop there are only two guys as shop assistance and as cashiers at the same time.
They do not have any script and they talk quite casually with every customer in a friendly way. they are
around 30+ years old. They are dressed in jeans and shirts like if they were their own clothes. But this
fits perfectly the image of the store.

6. Products:
The first product that I see are sports shoes
on the triangle shelf-stalls which I would call
the central part. i did not found things on sale.
Products are arranged by sex and clothes are
on the hangers and shoes either on the floor
or on the shelves and organized by style. The
clothing is on the eye level. Shoes are lower
down.
Because of the size of the shop all the stuff is
well-seen. The prices are mixed. They are
easy to found - they are where you expect
them to be.
As the cash register is even difficult to notice,
there is nothing on it.
Customers:
Most of the customers are men, either alone or in a
company of two. They stay for a quite a long time if they
start to try something. Everybody touches the shoes first of
all and clothes as well.
When people enter they either choose to turn right or
follow straight. Mostly I would say that people just browse
things but finally nearly everyone buys something.

7. Outlet Sun&Sun 5€
Before you enter the store:
I was on a mission there, I wanted to buy a mobile
phone cover that´s why I entered in.
But if I had been just passing by I would rather have
entered the shop as well because it has no doors and
you easily see crowds of people there.
The sign is huge and is put in English, detailing the
products it has (watches, sunglasses, mobile covers)
and the most common price (5€). This simplification is
a good tactic as it helps to attract only necessary
customers.
Environment:
The store seems to be very colorful due to great number of items of various colors.
It has tiling floors. The ceiling is quite high. And the store is brightly lit which helps to look at any item in
details.
There is music playing there but it is mixed with the high voices of customers who discuss very vividly
what to choose.
It is warm in the store.
But there is no any particular smell in it.
It is crowded with merchandise, the wall on the left is full of sunglasses of any possible shape and
color and the wall on the right is full of mobile phone covers for the latest models of the cell phones
and media players.
The cash register is in the end of the store which is like a long corridor opposite the entrance door but
at the very end.
The security are two guys standing at the door who do not wear a special uniform.
You don´t want to stay there for a long time but because of the huge variety of choice you start trying
one thing, passes to another one, look at this, at that and without recognizing it you spend there 20
min minimum although the store is quite small.
Personnel:
No one comes up to you, there is no need, you just look and try the item you like and if you like it go to
the register to pay.
There is a boy and a girl at the register and two guys at the door. They are quite young, around 30.
They do not wear any uniform, they are dressed into their own clothes. So it says to me that to create
the atmosphere was not the objective of the shop owners, they are more concentrated on the amount
of things to offer.

8. Products:
At first glance you either notice sunglasses or mobile
phone covers, there is no more option left as there is
one wall of sunglasses and another one with covers
without any central display.
There are no items on sale. And they offer only two
prices for all the stuff, either 5€ o 10€ - so easy, thus
not to complicate the customers´ lives with the
calculations.
The covers are organized according to the cell phone
model.
And sunglasses by the style more or less, by their form.
And these two walls are from top to bottom are full of
items without any particular ones on the eye level.
Customers:
Most customers are in a company as mostly these are tourists who normally go in groups or at least in
couples of different age (starting from a group of American teenagers to adult German couple).
Everybody moves from the door straight and either on the left or on the right depending on the
category they are looking for. People spend quite a lot of time is they get engaged by trying different
things. Everybody touches the products and tries them.
The majority I would say are just browsing what is offered because the things are really cool and
curious. Many of them come out with the item bought for themselves or for a present as the things are
so unusual that you cannot resist buying it. And even if you personally do not have an iPhone or iPod,
the models they offer evoke you to buy them for any of your friends.

9. Quiksilver
Before you enter the store:
Frankly speaking this store does not attract as it is a sports
trade mark. But I enter because of my friend who is
attracted by the design of the shop, to be exact by the
entrance decorated with the skate-boards.
the store has the open entrance so you can easily see
what is going inside.
The sign is right above the entrance made with the huge
lettering.
It gives the feeling as it is a famous trade mark.
Environment:
The color scheme in general I would say to be dark, first of all because of the dim lightening and of low
ceiling at the entrance but following it the store is got divided by the floors, rooms and staircases.
Some active loud music is playing that associates with extreme kinds of sports.
It is warm in there which makes our stay very comfortable.
The clothes and shoes are everywhere so it is crowded with merchandise.
There is no any particular smell there.
The cash register is just on your right from the entrance.
And the security stands on the left of the door, he is wearing the uniform and is well-visible.
You spend quite a lot of time as you got a bit lost with lots of rooms and floors.

10. Personnel:
Nearly at the entrance we were offered help. The sale person do not have any script.
There are enough sales people, I counted around 10 people.
They are all young men and women of not more than 30 years old.
They wear the uniform - the same T-shirts with the trade mark logo.
They match the store image as they are dressed in a sports style.
Products:
The first products that I notice are the skateboards at the entrance which I thought were used as the
decorations but they had prices too.
I have not found any items for sale.
The products are organized first of all by trade mark as apart from Quiksilver clothes, such trade marks
as Pepe Jeans and Tommy Hilfiger are displayed. And then there are parts with boy´s and girl´s
clothes separated by design.
The prices are easily seen on the labels.
There are normally T-shirts on the eye level shelves.
Because of the sophisticated design of the shop itself you have to look carefully for the items you
need. And the expensive and cheep clothes are mixed. It also depends on the trade mark.
There are wallets, glasses, headphones at the cash registers which are at each floor.
Customers:
There were not many customers in the store and mostly in two persons, either couples or friends of
around 40 years old.
Having entered, people go whenever they are attracted to go.
I guess wandering in the store you spend at least half an hour.
Everybody touches the clothes.
People seem to be on a mission as they ask for exact things to the sales people.
But I did not see anyone to go out with the things bought while we were there.

11. Other Observations:
Installations and items in Andy Warhol style and a real Vesta scooter.
I also liked the fit models of bright colors.

12. Rituals...
Before you enter the store:
The store draws me in due to its oriental style and the design in black colors which I associate with
luxury.
There is the open entrance without any door which invites you in.
The lettering is not that big but made in style which attracts your attention.
Environment:
The color scheme is in black colors with
dim light in general but with the products
brightly lit.
The ceiling is of normal high. It has tiling
floor.
There is relaxing music playing and it
smells very good of some cosmetic
products.
It is warm in the shop although the space
is not big and there are two open
entrances which makes the wing go
easily.
The store is crowded with merchandise
as it is full of bottles of shampoos,
shower gels, soaps, body milks etc.

13. The cash register is on the opposite side from one entrance or on your left from the second one.
I didn´t notice the security.
You want to spend time there if you like this kind of cosmetic products. Personally I am addicted to
them, especially to the smells. So it influences me a lot at least to enter and then to buy something.
Personnel:
Nearly from the very entrance I was offered help. The sales girl did not have any script.
They do treat their customers differently there as advising cosmetic products requires individual
approach. So the sales people ask you what smells you like, what type of skin you have, what kind of
shampoo prefer etc.
There are three sales people in the shop: two men of around 35 years old and one woman of more or
less the same age.
They all wear a uniform, they are dressed in black T-shirts and black trousers which fits the color
scheme of the shop.
Products:
From this entrance door the first I notice is a
demonstration sink where one woman is testing some
liquid soaps and the sales guy gives her to try different
ones.
Then in the center there is a central display with make-up
products.
I did not found any items on sale as it is not the season.
The products are organized by cosmetic line according to
skin type or hair type, for example.
Apart from the demonstration sink there are testers of
every product.
The prices are easy to find, they are put on each product.
In the cash register there are lots of cute items like nail
files, nail polishes or some souvenir products.
Customers:
The most customers are either women of 30+ or couples of more or less the same age.
When customers enter they tend to go around the central stalls, and there are options either to go
clockwise or counterclockwise.
Normally customers spend quite a lot of time in the shop touching, trying and smelling the products.
Mostly I would say people go browsing in the shop but finally lots of people go out with the things
bought.